Private Brand Sundaes from Waitrose

These elegant almost under-designed packages for the premium English grocer Waitrose speak not only to the quality of English design but to the Waitrose brand in general and its level of Private Brand sophistication. The UK based design firm Nelson Associate were commissioned by Waitrose to develop packaging for these tempting sundaes.

The agency created packaging that is striking, clean and uncluttered allowing the specially commissioned images from photographer John Ross to shine. The series of exclusive shots that shared a distinctive ‘family’ look, immediately conveyed each flavor and achieved shelf presence.

Notice that the Waitrose brand is dramatically understated – they believe in their brand and so do their customers – the confidence allows a level of design sophistication that is virtually impossible for retailers who have no brand or are content to play “me too.”



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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.