Superior Grocers Redesigns Paper Products

Superior redesignHaving developed a new master brand packaging architecture for Superior Grocers, private brand, Murray Brand Communications began the roll out of the design to a number of categories including Superior’s line of 20 tableware and paper product SKUs. Recognizing the brand’s prior generation of packaging lacked the graphic consistency essential to convey a desirable level of perceived product quality, the designs focused on ensuring the paper product line employed the same graphic signature used for Superiors’ other private brand products. Packaging copy was minimized to preserve a clear layout and communicate the straightforward value that is a fundamental component of the brand’s core essence.

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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.