Private Brand “Green Things” from Fresh & Easy

Tesco’s US chain Fresh & Easy Neighborhood Market with the help of the design consultancy P&W have developed a new line of Private Brand of eco paper and cleaning products.

The line consists of everyday paper products, such as paper towels, bath tissue and facial tissue, and household cleaners such as dish liquid, laundry detergent and cleaning sprays.

The paper products are made from 100% recycled paper with 80% post consumer waste and whitened without chlorine. They are also packaged in a plastic outer wrap, which degrades in 12-18 months, eliminating any contribution to landfill.  The cleaners are made from a plant based formula, free from phosphates, dyes and perfumes, they are pH neutral, biodegradable and scented with essential oils.

Green credentials are delivered through the name ‘green things’ and the leaf background, suggesting nature and earth. The tag line ‘powerful and kind’ appears on the cleaners to reassure customers that the products are both effective and still gentle to the environment. Icons were designed for each product to communicate the key attribute, i.e. cuts grease and plant based formula and color-coded to differentiate each product and it’s scent.

“The target consumer would be making a conscious effort to buy green products so creating a brand look that was iconic, strong and clear was very important to us. We wanted the design to have a friendly and approachable look and feel taking cues from nature and plants. We created a hand drawn logo that looks organic and has a unique personality. We also needed to ensure that the product would be clearly visible on shelf and the branding reflects the benefits of the product.“

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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.