Bartell Drugs Creates Something Unique

Bartell_Emerald&Spruce_IceCream_Pkg-2Celebrating 125 years in the Seattle area, family-owned retailer Bartell Drugs sought to bring something unique to their customers. Agency Hornall Anderson partnered with the Bartell family to create a private brand for their 60+ stores that would reflect all that Bartell Drugs is known for by their customers: approachable, unexpected, trusted, and most of all, authentic.

Bartell_Emerald&Spruce_IceCream_Pkg-3Taking a cue from the local surroundings, the new brand name Emerald & Spruce evokes the landscape and spirit of the beloved Pacific Northwest and its vibrant, eclectic blend of people. It’s a juxtaposition of rugged natural environment with a polished crown jewel.

A colorful, modern-day patchwork pattern epitomizes the wide range of unique offerings and different flavors, tastes, and sounds of the Pacific Northwest. This unmistakable brand cue creates recognition in aisle, ties the packages together as a cohesive family of products, and breaks through the clutter on shelf in a memorable and recognizable way.

Bartell_Emerald&Spruce_Vitamins_Pkg-4Through tone of voice and flavor names, the Emerald & Spruce ice cream line offers a touch of whimsy and fun, drawing upon much-loved locations around the Greater Seattle area. The result: A design flexible enough to maintain the integrity of a variety of brand extensions including vitamins, dog treats, and beyond.



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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.