Private Brand Re-Imagined!

Private Brand design and innovation is an evolving discipline and more often than not an un-achieved dream for American retailers. As the discipline evolves it is nice to see students and schools testing the waters and pushing the boundaries. This Private Brand re-imagination project from Vinh Pho a design student from Art Center College of Design in California was featured on the Fast Company’s blog Co.Design.

Pho’s project takes automotive parts retailer AutoZone’s Private Brand packaging and repositions it as modern and aerodynamic while avoiding the traditional cues and clichés of automotive supply packaging. The aggressive angles, starbursts and in your face ALL CAPs are replaced with simple, stylish modern design that embraces the masculine side of auto repair while engaging the “Method” inspired feminine side.

Would this engage the female consumer?



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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.