Dean & Deluca Stuns With Sexy New Package Design

Elegant new Private Brand package design for specialty food retailer Dean & DeLuca. According to the retailer:

“The Dean & DeLuca brand philosophy is to let the food be the star. Our redesigned packaging follows this concept by using clean lines, genuine materials and no gimmicks. We let as much of the product show through as possible. We focus on two of our core brand colors; white and silver and we use secondary colors only as a subtle differentiator for identifying various flavors. The script font was created for our company in the 70s based upon the handwriting of one of our founders.”

Dean & DeLuca Salts / Dean & DeLuca Caviar
Both of these products are good examples of the new brand redesign. Simple, clean & subtle. The product is the focus.

Dean & DeLuca Potato Chips
Dean & Deluca potato chips are available in two flavors: Sea Salt and Sweet Potato. The packaging is true to the brand in color and simplicity. Since it is not possible to show actual product through the foil packaging, each package features a photograph of the chips on the front of the bag. The design also took advantage of the bright silver foil by letting that show through on both the top/bottom of the bag and on the logo. The matte finish gives the bag a quiet, upscale appearance.

Dean & DeLuca Maple Syrup
There are four varieties available in this new packaging style: Vermont Fancy, Dark Amber, Cinnamon Infused & Vanilla Infused. The Infused syrups feature a whole vanilla bean or cinnamon stick that is visible in the jar. The labels are a laid stock finished it with a matte UV coating for protection, that highlights the rich, clean paper texture. The bottles compliment the product and reinforce the artisanal quality of the product.

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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.