THEY Reveal New Private Brand Champagne Designs

THEY, the Amsterdam-based communications agency, introduce the latest collection of designer bottles for Zarb, their Private Brand champagne. This is a great way to expand the whole idea of Private Brands. Following the successful launch of the champagne in the Netherlands in 2009, Zarb has also been introduced in Belgium, France, Asia, the United States and beyond.

For the new collection, THEY are again working together with international pioneers such as deep sea photographer David Shale, underwater photographer Zena Holloway and renowned costume designer Vin Burnham. The new collection was officially launched at the opening of a pop-up store in Amsterdam’s trendy ‘Nine-Streets’ district. Divers surfaced from the canal and delivered the collection to the store, which were open from 15 December until the beginning of January.

Zarb is a unique combination of traditional champagne with an unconventional look. The brand owes its name to French slang—‘zarb’ means ‘bizarre’. Following 2009’s Skin Collection with photography by Cornelie Tollens, the new collection Deep Black: The Underwater Exploration has taken the wonders of the underwater world as its inspiration.



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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.