Lidl & a Gin & Tonic!

CAstelgyDiscount grocer Lidl has introduced new pre-mixed single serve gin and tonic drinks in their private brand Castelgy. The new packaging was designed by agency Who Dares Design who was tasked with adapting the Castlegy identity for implementation across the new products, and the development of packaging artwork through to launch.

The packs incorporate a simplified and re-positioned logo, the brand is anchored separately at the top of the designs to “compliment the streamlined proportions of the can, while being immediately recognizable as part of the Castelgy family”.

In addition, a combination of elegant and bold typography has been used to communicate the flavors along with bright green and silver background colors to differentiate between the standard and diet tonic variants.

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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.