UK: Costcuttter Supermarkets & Palmer and Harvey Launch New Brand

UK based retailers Costcutter Supermarkets Group’s (Costcutter, Mace and Kwiksave) – and Palmer and Harvey’s independent and mini-mart stores have teamed up to introduce a new Private Brand called “Independent”. The brand includes approximately 750 items. The retailers selling the brand will be able to tailor which products are sold in their stores according to the needs of their local customers needs.

Design agency ElmwoodIndependent 2 was appointed to the project around a year ago following a strategic pitch, and created the branding, packaging and tone-of-voice for the range, which aims to give a sense of ‘flavor, energy and fun’. The Independent brand logo uses mixed-size typography contained in a shopping bag-shaped holding device.

John Kubale, Elmwood design director, says, ‘The letters are all jumbled up into one shopping bag to show that it’s a fun range of products with a lot of diversity. It’s a brand that can offer pretty much anything for panic buyers’.

The look and feel across the brand is based on a marriage of big and little, showing ‘the idea of independent retailers going up against the retailers – the idea of David and Goliath’, says Kubale.

‘We quickly came up with the idea of a world that’s out of scale. There’s a big range of products but at great value, and that’s all distilled into the core identity’, he adds.

The brand is segmented into into three tiers: Independent Trader for basic products; the mid-range offering, Independent and premium range Independent Specialist.

The brand carries the tagline ‘Stay local. Shop Independent’, as well as a different look and feel for each of the three tiers of the brand. White backgrounds, block colors and simple graphics are used for Independent Trader, while Independent features blue-sky imagery as a backdrop for product or ingredient imagery.

The Independent Specialist range aims on show its premium credentials through ‘dark colors and appetizing photography’.

The full range will be on shelves by June or July this year..

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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.