Modern Home Improvement Private Brand from Mexico: Brico

Bricos, originally named Mayoreo Electrico Monterry, is a hardware store servicing the North East and Monterry regions of Mexico. As part of an expansion plan the company approached design agency Anagrama to create their new identity, Private Brand packaging and retail environments with the consistency that consistently brings the revitalized retail brand to life.

They presented the agency with a very clear goal: to stop being your typical hardware shop and become a construction material supplier that could be perceived with much more formality upon the arrival of international competitors.

The new logo is fairly straightforward in its execution utilizing clean modern typography that evokes the nature of construction and engineering. The chevron visual device provides the weighty and static logo with a dynamic juxtaposition. This is applied as a pattern across stationary, Private Brand packaging and signage in a repeating linear fashion reminiscent of barrier tape.



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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.