Penhaligon’s Private Brand Modern Gentelman – Bayolea

Bayolea 2Aimed at ‘the modern gentleman’ and inspired by the ‘witty and wildly creative’ personality of British retailer Penhaligon’s, design agency jkr designed a new Private Brand of men’s grooming products called Bayolea.

The 15-item Bayolea range is the first complete male grooming range from the boutique perfume retailer – includes an Eau de Toilette, aftershave splash, hair pomade and facial scrub. Bayolea 1

The playfulness and eccentricity of the parent brand comes through in the detail: horizontal strokes across the ‘As’ of the Bayolea logo are moustaches, and scissors, combs, brushes and snippets of hair all make up the fine detail of the label’s embellishment.



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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.