Whole Foods Brooklyn Reimagines Private Brand

whole foods breadOpened this past December after nearly a decade of waiting, the first Whole Foods in Brooklyn, NY, in the Gowanus neighborhood is more than 56,000 square-feet or retail space and features bike repair and parking, knife sharpening, a vinyl record store, a coffee shop, and an “assortment of locally sourced offerings from some of Brooklyn and the tri-state area’s most highly-regarded local artisans” to add to the, literally, thousands of private brand products. These new addition were designed with Brooklyn in mind by New York-based Mucca.whole foods sauce

The design presented two distinct challenges. First, there was the immediate task of bringing a Brooklyn vibe to an established brand like Whole Foods. And second, they had to create a design language that would not only work well in Brooklyn but could be expanded region-wide. So far, the new packaging has appeared in stores throughout New York, New Jersey, and Connecticut.WholeFoods_Butter

In a retail environment like Whole Foods, where new products are introduced on a daily basis, each system needed to be flexible enough to fit a wide variety of container types and signage platforms — yet simple enough to produce on a regional scale. For the Private Brand design, a premium look was created that would be eye-catching in any context. Environmental signage was also developed at the same time, introducing a suite of graphic assets that perform just as well on chalkboards as they do on floor-to-ceiling windows.

whole foods dryWholeFoods_PrivateLabel



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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.