Lowe’s Foods Brings A Private Brand Experience to Life

lowesfood_6Winston-Salem, North Carolina grocer Lowes Foods has introduced a new concept in Private Brand fresh deli products that includes a full branded “store-within-a-store” experience named the Chicken Kitchen. Branding for The Chicken Kitchen was created by Winston Salem based design agency Wildfire and was design to create a destination for everything chicken. Customers can find a variety of flavors in fried chicken, rotisserie chicken, wings, salads and more.

The branding is a unique, one-of-a-kind, fun and slightly folk art-inspired, meant to grab the attention of kids and parents alike. Custom die lines based upon the chicken character playfully distinguish the packaging, “breaking the frame” both physically and visually. Kids boxes were printed with several different variations of jokes and kids’ games on the side, as well as a surprise here or there if you were to take a peek under the box. Ultimately the packaging is one element supporting a unique store environment boasting “chicken you’d cross the road for.”

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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.