UK Kids Private Brand Toy Refresh

UK kids toy retailer Early Learning Centre (ELC) has redesigned its private brand packaging for its developmental range of children’s toys. Andy White, Creative Director of WowMe Design the agency tasked with the project says “This vibrant range of ELC developmental toys stimulate babies social, mental and physical development. The packaging needed to clearly communicate the unique play and learning benefits of the products. Colors were kept fresh and we developed ownable holding devices and fun repeat pattern background to reinforce the ELC brand. We also created strong developmental icons that clearly highlighted the key benefits of the products, making the reason to buy much easier.”

The new designed packaging is currently appearing on shelves in all ELC stores.

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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.