Private Brand Goes to Art School with Michael Osborne

I am not typically a fan of running student projects however in this project for Michael Osborne’s class, students at the Academy of Arts were given the task of designing a new of packaging for Costco’s iconic Private Brand Kirkland, as well as a “house of brands” that would also be part of the Costco family” Michael is the San Francisco based founder of MOD Michael Osborne Design known for Private Brand work with retailers ranging from Target to William Sonoma.

According to the designed students Kristopher Leigh, Woorim Choi, Anna Bazarnaya

“We wanted to create strong, cohesive packaging that would enhance the consumer shopping experience while also attracting a younger & broader consumer base.”

I can debate the merits of the design and its corresponding strategy, but what is more interesting than the project is the class, and a honest to goodness focus on teaching retail brand design and strategy.



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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.