Tasty & Beautiful Private Brand Jams from Delhaize

Beautiful European Private Brand packaging for Delhaize designed Spanish agency Lavernia & Cienfuegos. The characteristic of jam, apart from its taste, is its distinctive color and texture. However classic jams and jellies are gelatinous semi-transparent and very difficult to imitate. The agency chose to draw each fruit using the its own jam as the paint. The product is familiar to customers and thus requires little explanation, beyond flavor identification and shoppability. The image of the specific fruit made of the jam is a striking and memorable way to illustrate the flavor.

Previous articleWalgreens Promotes Fresh Foods With Mobile Tasting Tour
Next articleLidl Expands Premium Private Brand After Sales Jump 200%
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.