Tasty Private Brand From Swedish ICA

majskrokar_3Swedish grocery retailer ICA has created this playful Private Brand design showing the origins of the product unique product – Makskrokar, corn puffs.

According to the retailer:

“Since the product is clean and only contains corn and sunflower oil, we brought it back to it’s roots: the cornfield and the farmer! We used a mix of photographs and illustrations to create the feeling of craftmanship and playfulness. The result – a happy scrapping design!”majskrokar_2


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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.