Fifty2, The MPB Project: Lowe’s Home Improvement, Blue Hawk

Bluehawk 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 Fifty2 The MPB Project Logolooks at each great Private Brand with insight, 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

Blue Hawk
Since its introduction in late 2009/early 2010, Lowe’s Home Improvement’s Private Brand Blue Hawk has expanded to more than 1,700 classic home improvement products across the store. The wide range of products includes handmade paint brushes with the iconic hawk stamped on the metal ferrule, classic leather work gloves, ropes and chains that epitomize the brand’s strength, and hand and power tools that simply get the job done.

The confident name is brought to life by the logo with an attacking hawk that evokes tribal tattoos and impactful typography. The bold and assertive brand design confidently defines a brand voice that combines a masculine and assertive aesthetic with utilitarian functionality.

The packaging design skillfully blends the authenticity and familiarity of the old time American hardware store with contemporary sensibility. By presenting minimal but appropriate product attributes and benefits in an information architecture that simplifies and enhances the customer’s selection process, it ultimately makes the brand engaging and easy to shop. The tan background, reminiscent of kraft paper, neutral san serif typeface, fine line detail and crosshatching deliver a strong, hard-wearing and professional sensibility simultaneously evoking retro hardware package design and modern lifestyle brands like Abercrombie & Fitch and American Eagle.

With it’s strong design and authenticity, Blue Hawk sets itself apart from other traditional Private Brands and stands alone as THE BRAND with attitude.

Brand: Blue Hawk
Brand Focus:
Home Improvement
Lowe’s Home Improvement
Mooresville, NC
2011 USA Retail Sales:
2011 Stores: 1,712

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.