The Colorful Private Brand Movement

The Private Brand Movement Conference continues to be the subject of commentary and conversation, most recently in this post by Carol Spieckerman, the President of newmarketbuilders.

Color Brightens Up Private Label Packaging

Speaking at last month’s Private Brand Movement conference, Michael Ellgass, Walmart‘s director of grocery marketing, acknowledged that customers thought that the initial Great Value redesign went a bit too far into generic territory and, as a result, Walmart has begun to add touches of color back into Great Value’s packaging.

Color is coming back, and Walmart is not alone in the effort.

Kmart‘s new mantra, “colorful thinking,” says it all: The days of retail whiteout are drawing to a close. Kmart is going for full saturation with its redo of the Champion Breed pet line and both Family Dollar and Kmart are pushing for more vibrancy with their respective launches of the Family Gourmet (formerly Family Pantry) and Smart Sense lines. Mr. Ellgass revealed that ongoing iterations of Great Value packaging will incorporate customer-appropriate props. (Based on my store visits, think sensibly-plated food resting on not-too-fancy placemats with fork to the side.) Packaging will also feature more close-in photography that will make the food the “hero.”  (I caught early sightings of the color-prop-close-up formula at work on pizza boxes last week.)

Read the entire post.

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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.