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 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.