From the interview with Martin Vlk on packaging design for chain-store private labels for Packaging Herald magazine. Thank to our long-term experience in this field, Fiala&Šebek has, logically, been approached.

What of interest did the readers learn?

In comparison with A-brands, private labels haven’t been just outsiders for a long time now. The situation has significantly changed in recent years. Generally, we can see a great improvement in the quality of packaging and its design due to both gradual enhancement of packaging solutions and design and launching premium products and specialities. The essential step in the private label quality design development is the transition from the initial solutions, very often only copying A-brands, to distinctive design solutions for each chain-store.

What are the private labels packaging design specifics?

Regarding standard private labels, there are usually very large portfolios covering hundreds of products, which differ in dimensions, the way how and where they will be displayed, the type of packaging and its material. From the design point of view, this puts a lot of strain on the development of a conceptual solution. It must be sufficiently universal for the abovementioned practical usage yet unique and attractive as well as fulfilling the main brand attributes. The main difference then is in the scope and disparity of design projects of private labels.

What are the main trends in this area?

1. 3:2
Private labels redesign more frequently: in the comparable time period and in the comparable categories, private labels manage to redesign three times whereas A-brands only twice. Moreover, the average period for a redesign regarding A-brands has remained the same. Regarding private labels, it has shortened by over a third.

2. To catch and to overtake
Private labels have started to redesign quality-wise: even a couple of years ago the private labels standard was at the level of a category follower. Nowadays, it is at the same and often higher quality level than brand products.

3. I am the BRAND
In the past, the main objective for a private label (re)design was to benchmark an A-brand. Today, briefs for private labels are not different from A-brands and concentrate on building or strengthening the attributes of the brand itself.