Elegant Private Brand From Spain

LAVITI_01Branding and packaging design for LAVITI “Agrobotiga”. “The Viti” Garguenpins is a retailer located in the historic center of Sant Cugat del Valles, Spain in the passage of the local cooperative 2, as part of the old agricultural cooperative of Sant Cugat.

The new design created by Spanish agency Enric Aguilera Asociados unifies products of different local entrepreneurs. Each product is wrapped in white with an illustration, stamped in red, which gives a handmade character. This gives the consumers not only the ability to identify the brand easily through its minimalist aesthetic but to quickly identify the contents inside.

Let’s hope they enter the Vertex Awards!LAVITI_02


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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.