Spanish Private Brand Toothpaste From Mercadona

Mercadona is the largest supermarket in Spain, headquartered in Valencia with stores on mainland Spain, the Balearic Islands and the Canary Islands recently commissioned the Spanish design agency Lavernia & Cienfuegos to redesign its Private Brand Deliplus branded toothpaste.

According to the agency: “One of the design objectives was to communicate the idea of an efficient, detailed dental care range thought to solve real problems, and at the same time different from the most important brands offering a similar quality. We used a typographic solution, which is very functional because it can be read easily and communicates clearly the utility of the toothpaste. The overlapping of the letters and their transparencies provide the necessary graphic richness to personalize the range showing the quality of the products, and to suggest the attention to detail which they have been produced with.”



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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.