Taste The Difference of Fresh & Easy’s New Gelato & Sorbet

Fresh&Easy SorbetFresh & Easy Neighborhood Market has introduced a new line of Private Brand gelato and sorbet with packaging and branding designed by the design consultancy P&W. The gelato range includes indulgent flavors such as Chocolate Hazelnut, Sea Salt Caramel and Coconut fudge. Sorbets include fresh and fruity flavors of Exotic Mango, Blood Orange and the very unique Lemon Thyme.

The gelato is inspired by the elegance and sophistication of an Italian gelateria, a typographic driven design using black lettering to highlight the premium quality of the product on top of a soft pastel color palette to clearly color code each indulgent creamy flavor, while accented with simple illustrated embellishments.

The sorbet focuses on the juicy fruitiness of the artisan flavors; fruit photography is showcased on crisp clean white carton that highlights the fruits in a pure fresh style, paired with bright and friendly typography inspired from an authentic Italian sorbet shop.

FE Gelato P&W FE Sorbet range P&W



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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.