At Hallmark Private Brand is Always a Special Occasion

HMK_WrappingPaperWith a new brand expression and tagline in hand, “Life Is A Special Occasion,” greeting card retailer and brand Hallmark turned to Minneapolis based design agency Duffy & Partners to help interpret the new visual expression into their Private Brand packaging solution. The new positioning moves Hallmark from participating only in those hallowed moments of holidays, weddings and funerals to celebrating every day moments.

The final concept builds on Hallmark’s themes and ideas and created a cohesive brand language to showcase Hallmark’s creativity as well as deliver instructional messaging for product use and operation. The framework was established with the Keepsakes ornaments and Hallmark expanded the design across categories.

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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.