Making It Pop: A Private Brand Perspective

The Dieline frontCheck out this great Private Brand related opinion piece from package design site The Dieline written by Alex Blake and Andy Kurtts of Greensboro, NC based grocer The Fresh Market. The team will be speaking at The Dieline Conference on Oops, I Became a Package Designer on Tuesday, May 11 from 10:15 to 11:15 pm.

Alex Blake and Andy KurttsMaking It Pop: A Private Brand Perspective
“Design is challenging. Designing packaging is even more challenging. But, designing packaging for a private brand? That’s a whole other ballgame when it comes to boundaries and hurdles.”

First, what is a private brand? By definition, it’s a brand owned not by a manufacturer or producer but by a retailer who gets goods made by a contract manufacturer under their own retail label. (Also sometimes called “Private Label” or “Store Brands”).

So, with that in mind, think about the creative process. Typically, there are no custom dielines in private brand design. Rarely do you get work with fancy paper stocks or unique bottles, boxes or jars. Even lid colors can sometimes be limited to only a handful of tasteless primary color choices. Printing options are usually limited to the how the manufacturer prints their own packaging in order to “piggy-back” and save costs. It is for these reasons that store brands are usually less expensive. The price is a reflection of the process, not the quality of the product. In fact, in our case, at The Fresh Market we strive for all of our private brand products to be as good as or better than the national brand equivalent.

Read the entire article


The Fresh Market Private Brand will also featured in my upcoming book “Fifty2: The My Private Brand Project” which will be published in early 2014.

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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.