Fresh & Easy Redesigns Private Brand Popcorn

\"FRESHFresh & Easy Neighborhood Market has introduced a redesigned a range of Private Brand popcorn which includes flavors such as Olive Oil & Herb, Movie Theater Butter & Kettle Corn Sweet & Salty.

The range was created by the design consultancy P&W to be fun and vibrant and full of personality. Each design uses bright colors to stand out on shelf, while showcasing a uniquely designed holding device based on the inspiration of each individual flavor. The Movie Theater butter popcorn a movie time staple, was inspired by classic theater signage, bright flashing lights and the red carpet, the Kettle Corn being a sweet flavor was inspired by the cool breezy beachside, boardwalk carnivals, and Ferris wheel rides, the Olive Oil and Herb is a unique blend inspired by organic shaped leaves, fresh green herbs, and outdoor summer picnics.

A gold foil effect was used to embellish the bags, adding glamor and indulgence to each pack. The gold was achieved by using the foil substrate/bag material and overprinting yellow.

According to P&W “We love the shelf appeal and standout that the range has achieved. Using a mix of creativity and technical expertise, we were able to bring the packs to life and didn’t they even require a single metallic ink!”\"F&E


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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.