Here Comes Peter Cottontail – Woolworths Select Easter 2014

Woolworths Select Easter (2)For Easter 2014 Australian retailer Woolworths introduced a joyful new seasonal identity for their Private Brand Woolworths Select. The design created by Marque Brand Consultants had to appeal to kids and adults alike, stretching seamlessly across multi-categories including Bakery, Confectionery and General Merchandise.

Opting for an illustrative solution, the packaging includes a suite of friendly characters around the central theme of the ‘farmyard’.

A degree of naivety and quirkiness was essential to the appeal of the characters, so the style is simple while still injecting some humor into their poses and actions.

The color palette needed to pop off of the shelf, so softer, more natural shades of color were chosen, for a fresh, light, and less artificial appearance.

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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.