Private Brand Art? from Cass Art & Pentagram

For the last 10 years Pentagram’s Angus Hyland and London-based art supply store Cass Art have worked together to shake up the traditional retailer with a completely different approach to selling and design. As a result Cass Art is now launching their first Private Brand of artists pads. Their immediate and aspirational styling exemplify Cass Art’s mission to ‘fill this town with artists’.

The design consolidates and clarifies the essential technical information in a concise way. This systematic approach allows enough space for the uses of the pads to be illustrated through primal mark making. The 9 cartridge paper pads are split between heavyweight (red) and regular (black) and herald the launch of a broad selection of papers including layout, marker, tracing, colored and sketchbooks.

Using the system set up for the Cartridge pads Angus Hyland and his team have created a line of a further twenty five pads, brush sets and sketchbooks. each design emphasises the materiality of the product. The coloured paper pad is adorned with a target made up from hand cut coloured paper, the marker pads are decorated with lines drawn by marker pens, the tracing paper features a tradtional draughtsman’s technique of parallel motion, and the layout pad is patterned with blocks drawn with ballpoint and pencil.

To accompany the pads Cass Art is publishing its own version of Margaret Krug’s “An Artist’s Handbook – Materials and Techniques” with cover design by Hyland and his team.



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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.