Delhaize Reimagines Frozen Fruit
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Dutch grocer Delhaize has introduced a new design for its private brand frozen fruit created by DesignRepublic. The briefing was: make the fruit look appealing, fresh and qualitative… and so it looks!
We were designing the whole frozen range for the private label of Delhaize. When the frozen fruits needed a redesign we really wanted the fruits to look generous, and give it a ‘what you see is what you get’ feeling: the content of the packages is exactly what you see on the box: fresh, whole fruits of high quality.
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About the Author: Christopher Durham
Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
