Fifty2 – The MPB Project: Walgreens – Ology

“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series presents a look at one great Private Brand with insight, analysis and original photography. I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through: great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Walgreens - Ology -4. Ology

In late 2012 the largest drug store chain in the U.S Deerfield Illinois based Walgreens introduced the new Private Brand Ology. The brand followed in the footsteps of Nice!, Delish and Well at Walgreens which were introduced as a part of reinvention of the Walgreens portfolio of Private Brands to create customer focused Brands that become true points of differentiation for Walgreens.

The Brand became the first nationally accessible brand whose products are formulated to be free of harmful ingredients.

The new line of healthy household and personal care products combined the best of green, organic and natural to create a brand positioning that moves beyond the traditional constraints of merchandising categories and creates a customer-focused solution.

The modern text based visual language and distinctive name reimagines the clichéd traditional language of “green” and targets the growing group of eco-conscious customers. The brand is then brought to life on shelf with unique engaging packaging structures and a tan and magenta color palette that begs to be touched, shopped and ultimately purchased.

Ology, features a wide range of products including: paper towels, toilet paper and tissues made from bamboo and sugar cane husks instead of tree pulp. Other offerings in the initial 25-item launch included laundry detergent with fewer chemicals than regular brands, shampoos and conditioners for children and adults, compact fluorescent light bulbs, and glass and all-purpose household cleaners.

Brand: Ology
Brand Focus:


Deerfield, Illinois 

2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

Previous articleCost Cost Plus World Market Launches New Spring Line
Next articlePB CAREERS: Office Depot – Manager Sr. Quality Assurance
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.