Wholehearted From Petco

wholehearted_petco-1With the Targets, Whole Foods, Safeways and Walmarts of the world becoming masters in of private brand, pet specialty stores have lagged behind.  Petco identified the opportunity to develop their own, better for pets, natural pet food private brand.wholehearted_petco-4

Wholehearted. A new natural private brand created by agency Bulldog Drummond aligned with Petco’s values. The new connected and compelling brand platform resonates both internally and with customers alike. The brand design features real stories of pets and their pet parents which helps the brand stand out on crowded shelves.


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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.