Trends in Store Brand Package Design

As we all know, store brands are booming. And many of us are spending a great deal of time helping our retail clients build their brands, and expand their brand presence into new areas of their store.

And if you work on private label or store brand package design, as we do, you will know that design decisions are made by a variety of different people, in a variety of different job titles, and in a variety of different types of companies.

A new study by Store Brand Decisions, introduced on their website today and published in full in the July print issue, has measured some interesting trends in how package design and strategic services are purchased, and by whom.

It asks questions like that shown in the chart above, Who currently does your complete packaging redesign work?

The survey was conducted with 36 of the largest retailers including Walmart, Kroger, Target, Supervalu, Costco, and Walgreens, and representing 58,000 stores with $900 billion in sales.

Its fair to say that the design community will be waiting for the results of this survey with interest.

The image above is from


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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