Safeway Launches Private Brand In-Kind

Pleasanton, California based grocer Safeway announced the launch of their newest Private Brand “In-Kind.” The natural personal care line of products for body, hair, face and hands was announced in the official company blog, “Today at Safeway”. The new brand as designed by the branding and design agency Pearlfisher and will include: body washes, shampoos, conditioners, facial products, hand soaps and more.

The curvy ergonomic lines of Method heavily influence the distinctive package design for “In-Kind” it is a nice innovation in a Private Brand.

All products have:

  • +90% natural ingredients
  • Clean, Fresh, and Natural Scents
  • Strong efficacy

All Products DON’T have:

  • Parabens
  • Sulfates
  • Animal by-products
  • Pesticides
  • Phthalates
  • EDTA
  • Petroleum or petroleum based products
  • Synthetic colors
  • Mineral oil
  • Synthetic fragrance
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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.