Rural Patterns Define New Delhaize Belgium Legume Designs

Belgium grocer Delhaize has introduced a redesign and expansion of its private brand legume range. The updated range, designed by Belgium based agency Quatre Mains creates a robust and recognizable range that meets the needs of consumers who are on the look-out for healthier alternatives. The variety of 14 grain and pulse mixes targets a younger audience, from 25 up to 35 years old, with a design that is accessible and trendy.

The design concept idea originated from rural patterns; it includes an illustration of grain fields and crops. A small windmill, pitchfork, and farm add a human touch to the design. The illustration style unifies the range and creates an organic and accessible design.

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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.