Norwegian Private Brand With A Twist

narvesen12Wanting to stand out from the crowd of convenience stores brown paper bags and cup Narvesen, a Norwegian convenience store commissioned designer Džiugas Valančauskas to re-design their entire branding\Private Brand, delivering a concept based on witty copywriting, color and heavy typography design.

Every single piece of packaging tells a story about what it may be if you just turn on your imagination. For example, coffee cup says “I’m not a cup. I’m warm gloves for cold morning” or a bag for panini says “I’m not a bag. I’m a hideout for you sandwich”, etc.

Narvesen packaging now really stands out in the take-away food market dominated by brown paper bags and white paper cups.


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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.