Sunflower Farmers Market Debuts New Private Brand Designs

In May of last year Phoenix, Nevada based natural and organic grocer Sunflower Farmers Market announced that it had selected direct mail and printing company Vertis Communications to develop a fresh, unified brand that embodies the essence of the Sunflower experience for its 600 new Private Brand products. Over the last few months the new strategy and corresponding designs have begun to appear in store, and the packaging reveals a modified unified design architecture that is a anchored at the top of the pack by a gold bar, with tone on tone woodcut illustrations as well as the new Sunflower logo. The bottom 3/4 of the pack is reserved for category specific design that can play off category specific or national brand cues.

I have never shopped a Sunflower but this certainly appears to be an impressive commitment by a small regional player to build a Private 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.