Private Brand Lollies From Dunnes Stores

Another interesting Private Brand design from Irish retailer Dunnes Stores this time for kids frozen novelties or as they call them “Kids Ice Lollies.” Designed by Link Design Studios the agency attempted to breathe new life into the range and create a bold statement that would stand out in the busy freezer isle. Their design objective was to create new packaging that would put the flavor front and centre, and effectively communicate the fun and excitement associated with the products.

The super-vivid, fun, and eye-catching design combined with the friendly ‘Taste Buddy’ characters were developed to communicate a central idea: ‘Flavour Planet’.



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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.