More In-Kind from Safeway

I have written about Safeway’s new Private Brand In-Kind, this post presents a closer look as well as acknowledgement for the agency responsible for the work Pearlfisher. The London and New York based design agency created a new tone of voice for Safeway’s natural personal care Private Brand, In-Kind. The soft color palette and distinct, organic shapes of the bottles create a modern and engaging brand presence. The designs challenge the traditional language of off the shelf copycat Private Brands, standing up both at shelf and in home as a Brand with a distinct attitude and tone of voice.

Designed by Pearlfisher Creative Director: Mark Christou



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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.