Sainsbury’s Whimsically Redesigns Taste the Difference Scottish Mackerel

U.K. retailer Sainsbury’s has introduced a redesign of its private brand Smoked Scottish Mackerel. The new design from deign agency BrandMe is a fun take on Scottish cultural cues, celebrating provenance and quality while elevating the status of an everyday product.

The fun and playful design, yet still carries the quality cues associated with Sainsbury’s premium private brand Taste The Difference thanks to the detailed illustration and provenance cues. The unexpected and whimsical approach incorporates the brand values while creating a package that stands out on shelf.

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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.