Unified Grocer’s Redesigns Springfield

springfield_0006_Layer 7Unified Grocer’s recently introduced a redesign of of its NBE Private Brand Springfield. Comprised of more than 800 SKUs, the brand facelift designed by Murray Brand Communications was undertaken to update Springfield’s product messaging, elevate its perceived quality and expand its market acceptance by attracting consumers ranging from more value-conscious to higher-income shoppers.

To support the brand’s core essence of neighborly, trusted quality and value, an evolutionary new brandmark was created to link the brand to the corner street signs often found in small-town America. To communicate that Springfield products deliver the best in freshness and ingredients, a green and yellow color palette was selected to complement a newly designed illustration depicting the fertile farmlands, clear skies and fresh foliage of the spring season. As a final design element, a vertical banner system was employed to stage product names, flavor profiles and benefit statements allowing a quick and easy read no matter the product category.



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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.