It’s a Dog’s Life for Waitrose

Waitrose - Millstream farm mill house group 1British retailer Waitrose has introduced a new brand and visual identity for a their private brand range of premium cat and dog foods exclusively for Waitrose, made from a selection of natural ingredients sourced in the UK. With nine products available initially, cat and dog foods are readily distinguishable with products designed for younger and older pets in various sizes from 800g to 6kg packaged in flat-bottomed bags.

Over six months in development, Equator Design created the strategy, name, visual identity and packaging for the Mill Stream Farm brand, which launches nationwide this month. Food and treats for cats and dogs are worth £1.6bn in multiple grocery with premium products showing the strongest growth. Naturally sourced, premium cat and dog foods are a relatively new category with Waitrose believed to be one of the first major supermarkets to offer an exclusive range.

The new branding and design for ‘Mill Stream Farm’ makes the brand readily identifiable as a premium proposition. By using natural queues such as farm buildings, rural settings and friendly pets in an illustrative style the aim is to reinforce brand benefits of nutritious and healthy dried, complete food made from quality natural ingredients produced and packaged in Norfolk.equator waitrose

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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.