The Holidays Come to Private Brand at Fresh & Easy

Tesco’s US chain Fresh & Easy Neighborhood Market has once again engaged the international design consultancy P&W to create Private Brand packaging. This time they have developed the new seasonal branding for the grocer. The holiday branding solution was implemented on their store brand packaging, advertising and point of sale materials, including a holiday guide/brochure and supporting website.

The holiday packaging range spans all categories impulse, grocery, bakery, dairy, meat and frozen. A palette of colors was chosen to cover the entire holiday season, implemented through the striped background. The use of bright, eye-catching colors expresses the fact that these are special seasonal offerings. Oranges and purple for fall/Halloween/thanksgiving and red and green for winter/Christmas, the additional colors used on impulse and gifting items to round out the color scheme.

Handcrafted scrolls contain fun holiday and celebratory illustrations. Large windows showcase the products where possible and deliver freshness.

“We wanted to create a colorful and enticing range of products that have a gift wrapped feel but still appear fresh and foodie. The hand drawn holding device and background textures help drive a bespoke handmade feeling to the range, whilst the hand sketched icons re-enforce the seasonal message without shouting about it. We hope the range comes across as fun, fresh and an alternative to the predictable preconceptions of what holiday packaging should look like, however, still retaining the all important added value cues you would expect from a holiday range.”



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.