Swedish Retailer Axfood Introduces New Private Brand Packaging

Swedish retailer Axfood recently introduced newly designed Private Brand packaging designed by the Swedish design firm Elving Design. for those of you unfamiliar with Axfood, the company conducts food retail and wholesale trade in Sweden. Retail business is conducted through the wholly owned Willys, Hemköp and PrisXtra chains. The Group owns 232*stores. In addition, Axfood collaborates with a large number of proprietor run stores that are tied to Axfood through agreements. These include stores within the Hemköp and Willys chains as well as stores run under the Handlar’n and Tempo trademarks. In all, Axfood collaborates with approximately 840 proprietor-run stores Wholesale business is conducted through Dagab and Axfood Närlivs.

The creative brief for the new packaging asked the firm to; “Create a line of paperbags that can be used in any of our supermarkets. They need to feel traditional, warm and provide a value of some kind.”

According to the designer: “From that I sat down a drew out the lines of this concept. We took tradition from a classic wallpaper pattern. We took colors from earthy, warm and traditional color guides. And we provided value with short information and tips about the products in this area. To complete this we took photos that had a lot of craftsmanship-feel to them. Both the wallpaper pattern and the photos can be used in the stores interior and displays.”



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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.