Cabinet is a new online pharmacy disruptor looking to save Americans money and headaches on their over-the-counter medicine – delivering direct to consumer, FDA-approved medicine at a fair price and it’s all private brand.

U.K. based branding agency Otherway created a full suite of touchpoints from naming, branding, packaging design, website, and social content. The design concept is inspired by the nature of editorial design – functional, informative, structured and trustworthy. This is a brand that is on a mission to make a change, they’re not afraid to speak out for their values either; namely, making getting better, better for all.

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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.