Lidl Proves Cheap Doen’t Have to Be Ugly

vegeterra (1)Hard discount grocer Lidl has been introducing a series of new private brands to their stores in Greece including the latest Vegetera. The brand designed by mousegraphics is focused on frozen vegetables and convey a sense of affordable quality in a great design. This is not down and dirty cheap and embarrassing private label design. The design conveys a simple clear message of closeness to nature and its processes. The logo is a transcription of the name Vegeterra with the image of cultivated farmland. The appetizing crops of these lands are offered in a grocer’s paper bag.

This is evidence that deep discount grocers and products do not have to be embarrassing and that cheap does not have to be ugly.



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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.