Dutch retailer Kruidvat Creates New Skincare Line

Dutch retail, pharmacy and drugstore chain Kruidvat believes that quality is key to good skin care. Therefore, they created an assortment that makes it child’s play to find the right product for your skin.

Kruidvat private brand products provide all-around skincare for the family. Agency REGGS‘s was challenged was to create an iconic design within the skincare category. A distinctive look for the brand that allows for clear category based navigation.The goal was to reflect the care and pleasure that goes into pampering moments. The new design allows each scent and function to a have a distinctive look, without losing the characteristic brand design that makes them recognizable on the shelf. The ingredients are brought to life and in a blink of an eye it is clear what the product smells and feels like. Every element matches the overall identity while strengthening the subcategories. The result is a beautiful assortment that leaves room for line-extensions and generates cross-categorical conversion.

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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.