Fifty2 – The MPB Project: Dean & Deluca

Fifty2 - The MPB Project - Dean & Deluca - front“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 looks at each great Private Brand with Fifty2 The MPB Project Logoinsight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

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

Dean & Deluca
The original Dean & Deluca store opened for business in September 1977 in the edgy artist and warehouse SoHo district of New York City Founders Joel Dean, Giorgio DeLuca and Jack Ceglic quickly grew the single store into the iconic multi-channel retailer of gourmet and specialty foods, premium wines and high-end kitchenware with operations throughout the United States and abroad. Dean & DeLuca Private Brand products are available in its 14 U.S. stores and cafes, catalogs, and website. The retailer also sells Private Brand products to retailers and wholesalers throughout the world.

The Dean & DeLuca brand philosophy is to let the food be the star. The Private Brand packaging reinforces the master brand and its philosophy by using clean lines, genuine materials and no gimmicks. Whether it’s in the store or online, the food is the star with the packaging and brand design designed to accentuate the product. The neo-classical, minimalist design focuses on two of the Dean & Deluca core brand colors, white and silver, with a secondary color implemented to create a subtle differentiator for identifying flavors and varieties. Dean & Deluca commissioned the script font in the 70s, based on the handwriting of one of their founders.

Over its history, Dean & DeLuca has earned a reputation as an icon of gourmet/foodie culture and lifestyle. Revered as a hub for the discovery of new culinary trends and little known culinary traditions, it’s only fitting that the Dean & Deluca Private Brand package design and premium products bring that tradition to life with the same confidence and elegance of the in store experience. This is a Private Brand that perfectly complements its master brand and brings that brand to life in home and at the dinner table.

Brand: Dean & Deluca
Brand Focus:
Dean & Deluca
Wichita, Kansas
2011 USA Retail Sales :
$43 m
2011 Stores:
14 U.S., 25 International

To submit a brand for consideration please email


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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.