Costco Refreshes Kirkland Signature Fruit & Nut Medley

Kirkland signature2Warehouse store standard-bearer Costco home of the much-loved Kirkland Signature private brand has introduced redesigned Kirkland Signature Fruit and Nut Medley packaging. Created by Seattle-based agency  The Design Poole the new illustrations are modern and inviting. Using negative space, the packaging is brighter and lighter. The colors of each fruit stand out more – a sunny orange of a ripe mango and the deep red of a cherry. As with most Kirkland Signature packaging the dated logo appears at the top of the package, but new handwritten font for “Fruit & Nut Medley” helps to update the look.


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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.