A Thanksgiving Feast at Williams-Sonoma’s

Williams Sonoma FrontFor this holiday season Williams-Sonoma’s redesigned the entire Thanksgiving focused food line. As a retailer with a product focus on food, cooking and entertaining, Thanksgiving is a critical sales period for the company. To Williams-Sonoma‘s core customers, the old packaging system had become familiar and welcoming when it appeared in the stores every year. Therefore, it became critical to not alienate these customers by preserving the traditional look, while still giving the packaging system a fresh and modern facelift. The result is a clean system designed by Cult Partners that focuses on sophisticated typographic treatments and traditional uses of color and illustrations. While creating the system, cues were taken from the wine and food packaging of California’s wine country to pay homage to the geographic roots of founder Chuck William’s original store in Sonoma’s historic downtown square.

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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.