“Zelenaya Liniya”(Green Line) is a “better for you” private brand of the Russian supermarket Perekrestok (part of X5 Retail Group) supermarket. The brand appeared almost two years ago, and at that time it consisted only of dairy products, since that time it has expanded to more than 170 items in different categories (bread, pastry, meat, sausages, grains, delicatessen).

The teams of Perekrestok and Russian design agency Ohmybrand recently redesigned and reorganizes the brand into a product matrix which distributes the 170 product items into lines, each with its own name (farm products — “Local”, dietary foods – “Light”, etc.), its own branded color accents, mini-plots and heroes of illustrations. This flexible system of differentiation helps the consumer to accurately recognize and choose the necessary product.

The main element of the new design is (literally) a green line — its hand-drawn watercolor texture conveys a sense of naturalness, lightness and lively dynamics. Flexible and pliable, it can be embedded in the composition on any object and easily becomes a part of any drawing, turning into a field, a spread tablecloth or a green wave.

Signature illustrations — a winged cow, a samovar combined with a bunch of flowers, a croissant turning into an ear-flaps hat and other fun images in a naive hand-drawn style help to feel the atmosphere of warm, natural, handcrafted quality.

The range of the brand is constantly being updated, so the team created a bank of illustrations that can be used in the future and developed guidelines for the creation of old and new stories.

Each element of the brand, from typography to product icons, seem to be made by hand: drawn, colored, cut and glued. This handmade style helps to recognize the brand on any 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.