Tasty Soup & Design From Delhaize

Delhaize Soup frontMore stunning Private Brand design work for Delhaize from Spanish agency Lavierna & Cienfuego Design, Spain.

According to the agency:

The brief was to bring to life the principle ingredient, preferably through the use photo-realistic images, with something that adds a touch of good humor before serving. The romantic image of the waiter’s hands gives positive connotations of good service and quality.”

The steady black and white photography helps to visually unify the whole range, which is complimented by use of simple bold typography to balance the design. The size of the ingredients, in color, have been exaggerated in relation to the plate to emphasize the high natural vegetable content of the soups in comparison to its competitor’s. This play on size coupled with the waiter concept adds the touch of humor. Bon appétit!

 



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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.