Sheffield & Sons from Bloom

To help Delhaize owned Bloom Grocery develop a distinctive and engaging Private Brand for it’s premium angus beef program the Charlotte, NC based design, branding and shopper marketing Birdsong Gregory created Sheffield & Sons: a sophisticated but friendly brand that evokes the distinction and personal service of a small friendly neighborhood butcher shop.

As part of the development this concept for a line of spices, which would exist as an extension of the core brand, was created to further develop the brand offering. The packaging embodies the well crafted and gourmet feel of Sheffield & Sons with its sophisticated palette, illustrative but clean labels, unique material choices, and textures that are relevant to the existing brand.



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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.