Superdrug Redesigns Basics.

Superdrug BasicBritain’s second largest beauty and health retailer Superdrug has redesigned it’s basic bath range and rolled it out to more than 650 stores across the UK. The launch consists of two fragrance variants in both bubble bath and shower gel. This range is offered at a low price point and is positioned as an entry-level ‘value’ offering for consumers.

Agency Biles Inc.. developed consciously developed a design that would be attractive in its simplicity befitting such a paired down product and range. The packs sport bold justified type on off-the-shelf bottle shapes and product variant names, which describe the color rather than trying to make more out of the fairly generic fragrances.

Anthony Biles, creative director of the London agency said “This is a real ‘it does what it says on the tin’ solution, deriving beauty from the delivery of functional communication. We were inspired by the plain talking designs of Katharine Hamnett’s 1980s t-shirt designs ‘FRANKIE SAYS…’ for Frankie Goes to Hollywood’s and Wham’s ‘CHOOSE LIFE’.”


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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.