Bed Bath & Beyond asked design agency Invok Brands to create a comprehensive new private brand for their 2017 Back 2 College program — their second largest retail experience of the year.

The new brand Equip Your Space features a dynamic 360 degree visual and verbal expression that communicates an authentic, unique and engaging perspective. It resonates with students and with parents, both of whom are the target purchaser/consumer.

The distinct and compelling design encompasses package design, in-store graphics and digital applications. The brand speaks in the same tone and style in store and online so customers immediately recognize it, which supports the sense of a unique level of service and expertise.

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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.