‘Truly Irresistible’ Redesign from the Cooperative

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The Co-operative one of the top 5 supermarkets in the UK recently introduced a redesign of its premium Private Brand ‘Truly irresistible’. British agency Asylum identified the opportunity to make ‘Truly irresistible’ more than it had been – just a label. It must be the key Brand differentiator giving the customer a reason to believe. By creating a ‘truly’ statement they were able to connect the identity to the quality of product and communicate what makes each product different from the standard range – making it indeed ‘Truly Irresistible.’ For example, compared to the standard pizza the ‘Truly Irresistible’ pizza has a hand stretched dough base that makes it ‘… truly indulgent’.

The design also relies heavily on photography to communicate the quality of the product and its ingredients. The photography captures a vintage, rustic feel, using props evocative of a traditional kitchen. By using cutlery that looks like it’s been used and crumbs around the plates we give the sense that you couldn’t help but tuck in – again reinforcing the product identity as ‘Truly Irresistible.’\Truly Irresistible Range - 5

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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.