Founded in 2000 Lensway has grown to be one of Europe’s largest retailers for lenses and eyewear. During the quick growth, the brand quickly lost its direction and the company found itself with a great customer base but with low loyalty. The problem was that the brand lacked a personality and a tone of voice. Agency Snask got the assignment to modernize Lensway and create a brand that had its own unique style as well as feel to it. This ultra-fun branding and private brand packaging feature a bold color palette and funky eye illustrations that allow the brand to stand out and speak for itself.


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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.