Canadian outdoor retailer Mountain Equipment Company (MEC) has introduced a redesign of its private brand. The new work created by Andrew Zo

Structurally, the redesign limited the number of packaging types across various product sizes to reduce cost. One of the biggest challenges in the structural design was to ensure that the packaging could withstand shoppers’ interaction. Many of the packages were designed to allow the user to try the product without damaging the package. The update also included a push for sustainability which focused on a reduction of packaging material, especially plastic.

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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.