DM-drogeriemarkt Redesigns s.he

German based drustore retailer DM-drogeriemarkt engaged branding agency Landor Associates to develop a new brand identity for the cosmetic Private Brand s.he stylezone. The brand s.he stylezone appeals to a young, modern target with a strong sense of individuality, mobility and fun. A transparent cube is the basic building block of the new modular design and packaging system; the different packaging elements can be inserted into each other and flexibly combined, which inspires individual combinations. The modular system allows every girl to create her own personal s.he stylezone make-up kit.

The packaging of the Private Brand consists of transparent boxes through which the colorful shades of the different products shine. Therefore the entire cosmetic line has strong impact and communication power at point-of-sale and clearly stands out in the competitive environment. The transparent cubes with their bright fresh colors lend a feeling of lightness to the overall brand. They translate the lifestyle of the young target directly into a dynamic, modern brand philosophy, which not only includes the product and packaging design, but also all cross-media communication. The relaunch of the s.he stylezone brand will be accompanied by numerous promotional activities both online and offline. ”

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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.