“Hola” Private Brand From Mexico

indumex5Indumex is not your ordinary hardware store. With the purpose of revolutionizing the industry in Mexico, this retailer is a one-stop shop for construction and home improvement products. What better way to stand out from their competitors than to go bold. With a brilliant saturation of blue and orange, the colors highlight the private brand product against a clean white canvas. Designed by Mexico based agency Firmalt Agency, hardware supplies are modernized to fit a clean modern aesthetic. Simple stencil type abbreviates the products’ name while an easy to read description lets the consumer know exactly what they are buying.

indumex2The concept was brought to life intending to portray the brand’s values – professionalism and trust. The idea was to convey expertise, without loosing approachability. The color palette intends to show contrast, emphasizing Indumex innovation in the market. Blue depicts trust while orange shows boldness. The design includes custom typography for the word mark, and a straightforward typeface for other applications to depict the industrial facet of the brand.

indumex4The logo references Indumex’s roots, industrial factories. The I and the M pair well in the portrayal of a factory’s ceiling, and the point in the middle tries to reflect the business ideal to become the hardware center for everything. The frame takes from the emblem and is used as a visual support throughout the collateral and publicity.”indumex3


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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.