Home Depot Redesigns Glacier Bay

Glacier Bay PackagingAtlanta-based home improvement retailer Home Depot has introduced a redesign of its value-focused fashion kitchen & bath private label, Glacier Bay. The updated design created by Spring Design Partners refreshingly separates the brand visually from its private label portfolio cousin, Hampton Bay, that shared similar design architecture. The modern, simple look elevates the brand’s products and reaffirms the customer’s purchase decision.Home Depot Glacier Bay 5

By using a contemporary color palette of dark gray, blue and white, impactful product photography, iconography, and clean, easy to shop information architecture, the new Glacier Bay is a dramatic improvement.Glacier Bay logos

glacier bay faucet



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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.