Vanguard: Vintage Originals – Private Brand Innovation and Design Revealed


Poplar Dogwood September 14, 2017 1:30 pm - 2:30 pm

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Christopher Durham
My Private Brand

Velocity: The My Private Brand Conference attendees will get an exclusive preview of Christopher Durham’s latest book on private brand, Vanguard: Vintage Originals before it releases on Amazon on Monday, September 18th. The much-anticipated follow-up book to his bestselling first book Fifty2: The My Private Brand Project, will debut during the conference as Durham presents a look at the innovation, vintage design, and brands that make up the book. Velocity: The My Private Brand Conference will be held in Charlotte, NC on September 13-15. Immediately following, Durham will host a book signing and exhibit of the vintage packages from the book.

“There’s a piece of retail history we’ve been missing because we’ve all taken it for granted,” said Durham. “Traditionally, retailers and the press think the private brand movement began in the 1970s, with generic white packaging. Through this book, I reveal what’s been in front of us all this time, and hidden in people’s attics: retailers have a long history of innovation and great design.”

In this beautiful photographic anthology, Durham goes on to explain that many private brands date back to the early 1800’s and either pre-date national brands or were their contemporaries, just as big, just as loved. He shares the hidden history, long forgotten. Whether it’s showing us retail’s earliest groundbreaking brand builders like Sears, Walgreens, Kroger, and A&P, or reminding us that in 1893 Caleb Bradham created Brad’s Drink for his drug store, which today we know as Pepsi-Cola, Durham takes us on a journey through the early innovations of a private brand.

With images from acclaimed photographer Teri Campbell, who also shot the photos in Fifty2: The My Private Brand Project, Durham brings to life the collection of more than 100 original vintage private label packages from more than 30 retailers. Conference attendees will have the opportunity to win or buy a copy of this beautiful untold history before it is available to the public when they attend Velocity: The My Private Brand Conference in Charlotte, NC on September 14. Attendees will have the opportunity to speak with the author and photographer Teri Campbell at the book signing. They will also have the opportunity to tour an exhibit of the private brand packages Durham collected while writing Vanguard: Vintage Originals.