Publix – Private Brand Never Tasted So Sweet

Lakeland Florida based grocer Publix’s recently refreshed its Publix Private Brand candy packaging utilizing their often-copied packaging design system, which gives consistency to all of their products and reinforces the Publix brand.

According to a post on the Dieline “Within the system, we customize packaging according to the product. For this line of candies, we developed an approach that uses playful, tightly integrated design and copy to highlight each of the confection varieties. Every lighthearted illustration incorporates a clear window that lets customers easily see the product. And every package entertainingly demonstrates the unique kind of sweet fun within.”

Over the last few years more retailers than I can count have rushed to follow Publix down the path of “white packaging” with most producing awkward or sometimes ugly copies of the Publix system. Retailers should walk the aisles of Publix and study carefully they have built an engaging, authentic and powerful portfolio of Private Brands that truly differentiates. Howeer, the devil is in the details – they are certainly not perfect, it is easy enough to find a pack that could use some work, however they are consistently better than most, balance, proportion, kerning, leading, illustration, photography and a quirky sense of humor all come together to create great a great brand. Their system provides the flexibility to adapt to category needs while still creating a compelling identifiable brand.

Still I can’t help but wonder what they are working on, what was once new and unique is duplicated endlessly by Private Brand dopplegangers across the country.

What is next for Private Brand at Publix?



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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.