Private Brands to Take Center Stage at the Dieline Conference

This weekend is the 2012 edition of the HOW Design Live conference. This years event is comprised of 4 separate design conferences that take place Thursday, June 21 through Monday, June 25, 2012. All four HOW Design Live events will take place at the Hynes Convention Center, located at 900 Boylston Street, Boston, MA 02115.

The Creative Freelancer Conference (CFC) will take place June 21-22, the Inhowse Managers Conference (IHMC) will take place June 21-23, and the HOW Design Conference (HDC) and The Dieline Package Design Conference (DPDC) will both take place June 22-25. All conferences will take place in Boston.

On Saturday, June 23rd from 11:30 am – 12:00 pm Alex Blake, Project Manager – Graphic Designer, The Fresh Market and Andy Kurtts, Illustrator & Designer – The Fresh Market will present “Private Brand Package Design: The In-House Perspective” as part The Dieline Package Design Conference   Alex is a former Food Lion/Delhaize colleague of mine who has done some great work at The Fresh Market, I am sure she will be great.

The conference website describes their presentation this way:
Private brands are big business for retailers of all kinds. Store brands are no longer considered generic or sub-par and companies are constantly looking for ways to add unique products to their house lines—and they want to use innovative design to market them. That’s where the in-house package designer comes in, someone who needs to be as comfortable with current design trends as they are with boardrooms and spreadsheets.

Meet Andy Kurtts and Alex Blake of The Fresh Market, Inc., a specialty grocery store. Using examples of projects they’ve worked on, they’ll explain the trials and tribulations an in-house package designer faces, explore the wide variety of tools they use to navigate the corporate world, and show you how they keep their creative sanity within the confines of “the office.” You’ll get insight into the private brand design process, as well as tips for selling your work to non-creatives and advice on staying creative in a world of cubicles.

You still have time make the conference; it should be a beautiful weekend in Boston

The Dieline

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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.