Private Brands Recognized in Brand Packaging Magazine’s Design Gallery

Packaging Trade magazine BRAND PACKAGING has released its eighth annual hardcover packaging book the BRAND PACKAGING Design Gallery: Volume 8. The book offers a global perspective of more than fifty of 2010’s most innovative packages, organized by material type. Private Brands have once again been recognized by the honor of inclusion in the book. Both selections have been featured here before and, this is great work so it’s nice to see it recognized.


Category: Paperboard

Designed to achieve cut-through in a heavily branded category, Fresh & Easy Neighborhood Market (Tesco’s US chain) introduced a new range of kids cereals, which includes cookie bites, cocoa sharks and apple cinnamon smiles.

Made of 100 percent recycled paperboard, the innovative boxes have been transformed into illustrated characters, each one about to consume its favorite cereal. The brown bear, blue shark and green monster were inspired by children’s book characters and allow for further development onto the back of the box, which features mazes, word searches and tips on how to help the environment.

Package Design: P&W Design Consultants


Category: Glass

Offering the quality of Yellowtail or Barefoot at a more accessible price point. Walmart’s new range of private label, critter-inspired wines avoids any direct association with the retailer. Instead, the collection features a unique brand name and an identity that is accessible, fun and quirky, with the ultimate goal of demystifying wine drinking.

The bottles feature a silhouette of a duck standing on a wishbone. Each variety has its own uniquely colored duck that whimsically identifies the wines region of origin — think duck in a gaucho hat for the Argentinean malbec. The corks are also custom-printed with the duck imagery. And, to further enforce the international feel, the back labels have a passport theme.

Package Design: Dragon Rouge

See the rest of the gallery

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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.