French Monoprix Rethinks Baby

Fresh off its win at this year’s Vertex Awards Monoprix continues to push private brand design forward with the redesign of it’s of a baby care private brand range by agency Extreme. The makeover includes a new name, a new logo, and new design strongly influenced by the Japanese “kawai” universe. 

The new name has the retailer replacing its current brand “Bout’Chou” with the simplified sub-brand “Monoprix Bébé”. The package design then follows some of the current design trends in the private brand baby category and abandons the smiling baby in favor of playful illustrations. Monkeys, pandas, starfish, and sheep adorn the packs.

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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.