Q&A: Daymon Relaunches Daymon Design Creative Agency
In late June, private brand consultancy Daymon announced the relaunch of its Daymon Design creative agency, which works with retailers to develop loyalty with customers through private brands.
Store Brands spoke with the Daymon Design team to learn more about the agency's approach to creating private label collections, and how retailers can best take advantage of the current rise in private label interest.
Store Brands: For those who don’t know, what is Daymon Design, and how does it differ from Daymon as a whole?
Daymon: Daymon Design is the creative powerhouse behind award-winning designs, leveraging
comprehensive insights and data to drive results. According to Katy Ludwig, vice president of
Operations at Daymon Design, “Our connection to Daymon, a company that has been
developing private brands for more than 50 years, gives us a unique edge. We can tap into a
global network of private brand experts that other creative agencies don’t have.”
We believe design should be fun and exciting, and that’s what we bring to our client’s brand development and design process.
SB: What prompted the relaunch of Daymon Design?
D: The decision to relaunch Daymon Design came from our belief that growth requires change. In the words of champion coach Pat Riley, “Complacency is the last hurdle standing between any team and its potential greatness.” We echo this sentiment as we guide our retail clients toward brand evolution.
“Our digital presence is key — it’s often the first thing people see about us,” says Steven Cox, Daymon Design’s creative director “We want it to spark interest and show how we can boost their brands.”
The relaunch has refreshed our presence in the design world and allowed our design team to flex its creative muscles. It has made us more approachable and flexible and showed off our agency’s personality. Plus, it’s helped us differentiate Daymon Design from Daymon while staying current with industry trends.
SB: Does the agency work with retailers of all sizes? What is Daymon Design’s focus when helping create private brand campaigns?
D: Absolutely. Whether it’s a full private brand program that spans the store or an emerging brand
with a singular category focus, our studio is ready to rock these brands. Retailers have different
goals for their brands, and we’re here to help them achieve those.
“We focus on bringing the brand’s unique strategy to life, creating a visual language that builds a relationship with consumers,” shares Jennifer Bochnak, an account director at Daymon Design. “We adapt to the needs and volume requirements of our customers, whether they are new brands or established retailers."
SB: What are some examples of Daymon Design’s work, and what the brand campaigns
meant for retailers as far as increased sales or penetration?
D: Over the past 40 years, we’ve been helping retailers create their private brand designs.
“We’re proud of our long-standing partnerships with retailers, but we also know that branding needs to evolve with market trends,” says Andre Lombard, executive creative director at Daymon
Design. “Our approach to branding and design has earned us more than 250 design awards globally, proving that our methods produce results.”
SB: Private label sales continue to grow as food inflation remains high. What does a retailer need to do in order to attract consumers to their private label products?
D: The two most important components that retailers need to be thinking about when it comes to
attracting consumers with packaging design are differentiation and creating brand recognition. Elevated or differentiated packaging can be the difference between whether a shopper decides to
put an item in their cart or move onto the next item on shelf.
Katy Ludwig emphasizes that “the degree of creativity or packaging innovation depends on the category at hand, but it’s crucial to think about how the designs will be presented on shelf, online, and within the total brand portfolio.”
A strong brand identity can transcend across categories, making it easier for shoppers to trial new products, increasing their total private brand spending, and thereby attracting new customers and deepening brand loyalty.