Blockbuster Redesigns Private Brand Ice Cream

Beleaguered video rental giant Blockbuster recently launched the redesign of their Private Brand ice cream offering by the Nottingham, England based packaging design firm We Are Pure.

The agency spent six weeks on the project, with the finished design set to be rolled out to stores across the country in April.

The company created the original design for Blockbuster’s ice cream two years ago and was asked to create a new look as Blockbuster prepared to increase the number of sku’s and switch packaging from plastic tubs to cardboard drums.

The new design features an iconic movie clapperboard surrounded by key ingredients from each of the range’s six flavors – Chocolate Brownie, Rocky Road, Strawberry Cheesecake, Millionaires Shortcake, Cookie Dough and Caramel Crunch. Each of the six drums also has an individual colors scheme to match the varying flavors.

Commenting on the project, David Rogers, owner and creative partner of We Are Pure, said: “The home entertainment market is growing and the success of the entire confectionary range is testament to this. Packaging design inevitably plays an important part and it’s a pleasure to work alongside Blockbuster to create a striking and effective brand identity for its confectionary offering.”



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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.