Albert Heijn, Blue Birds, Beautiful Wine

Private brand wine often has a problem with credibility. The challenge was therefore to create a design that gives the feeling that it is fine wine that can compete with better-known wine brands. By the way, the wines that belong to this product range are scattered throughout the wine shelf, so Ahold Delhaize owned Dutch grocer Albert Heijn hoped to give them a recognizable appearance.

For this range, design agency Millford created story ties all of the wines together. A small bluebird, a wink to Albert Heijn blue, settles on a barely visible glass. This subdued illustration of a curious bird is always in a different position and a different position by the glass. The lifelike image and the dark background contribute to quality perception.

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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.