Waitrose Redesigns Private Brand Pet Food

Waitrose pet frontFrom wet and dry food to cat litter and treats, British retailer Waitrose’s range of NBE Private Brand pet food includes 73 products and 14 different categories. London based agency Turner Duckworth was asked to redesign the line to clearly identify protein (food) types as well as simplify navigation of product types e.g. dry/wet food, jelly or chunks etc.

The design uses brightly color coded objects and clear typography to differentiate the food types. The dogs and cats interact with the objects differently on every pack to provide a playful character across the entire range of products.




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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.