Contemporary Private Brand From Sweden

anderspettr_3Sweden’s largest retail of high quality kitchen products, all from cookery to wining and dining items Cervera has introduced new identity and packaging created by Stockholm, Sweden based design agency Silver,  for the retailers Private Brand Anders Petter.

The Anders Petter’s brand range consists of pots and pans, cutlery and utensils. Whether the customer wants to treasure classic food traditions or simply create new ones, there’s always a product designed for every need and any user. The contrast between the modern design and product innovation, combined with the 30-year-old Swedish cookery heritage of Anders Petter, emphasizes the multi-functionality of the brand. The inspiration for the design is taken from old recipe books, well worn but just as useful now as they were then. The illustrative imagery can be found in classic Swedish kitchens. The logotype brings out the pride and joy of Swedish food heritage brought from its landscape.



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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.