Private Brand Debuts in Dubai

Value Pet Supply Co., a pet care wholesaler based in Dubai began planning the development of there own Private Brand, as an alternative to the large global brands they offered. The goal was to create a brand that was flexible enough to expand from a few initial sku’s to a wide range of product offerings, which went beyond the cat and dog categories, to include tropical fish, exotic birds and more. The primary design objective was to develop a visual platform that positioned the brand as premium at a competitive price point. The assignment went to NYC based designojo. Who completed work including: name development, brand logo and package design.

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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.