Merry Christmas with Budgens

Budgens-Xmas (5)Merry Christmas with new private brand designs from UK retailer Budgens’ and their 150 stores.

Agency Taxi Studio was asked to deliver packaging and POS that communicated a special, indulgent and luxurious taste experience across the retailer’s Christmas private brand. Creative had to offer brand standout during the commercially competitive holiday season, and work within the retailer’s pre-defined design principles: to demonstrate passion and care for their produce and reflect their “simple and grounded” ethos. Target customers were convenience shoppers hosting a small gathering, who seek to buy produce they can share and be proud of.

Spencer Buck, Taxi Studio creative partner and founder, explains the thinking behind our solution:

“The Big Idea was to integrate Budgens’ Christmas POS with their packaging; so to tie the two together, we created hanging Christmas tree decorations. These feature on packaging as beautiful contemporary symbols that translate effortlessly to POS. Color ways were kept to a minimal palate (mainly greens, red and golds) and underpinned by deep purple to evoke a premium feel.”

“We then worked with the team at Budgens to push the possibilities regarding POS, creating beautiful 3D hanging displays.”

Final deliverables include 11 packaging templates for use across the retailer’s bakery, horticulture and fresh produce ranges, and POS including freestanding decorations, hanging fixtures, window banners, freestanding posters, pallet wraps, bollard covers and window friezes. Budgens-Xmas (4) Budgens-Xmas (3) Budgens-Xmas (2) Budgens-Xmas (1)

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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.