The Italian agency Break Design restyled the private brand “Secret of Housewife” for the Russian supermarket “Yarche” (part of the KDV group). The range includes frozen vegetables, fruits and cereals. The agency was tasked with creating impactful and recognizable packaging.
The creative idea was to show the housewife in a variety of situations, cooking different dishes. The photos are relevant to the shopper and memorable, successfully combining traditional values and modern style. Bright contrasting colors, together with easy-to-read branding, let the “Secret of the Housewife” products successfully stand out on the shelf.

Yarche” has more than 690 stores in Siberia and the Moscow Region.

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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.