As someone deeply immersed in the world of private brand packaging design, attending the 2025 installment of the Velocity Private Brands Conference and Expo in Charlotte this past week was a truly eye-opening experience. Hosted by the Velocity Institute, the event brought together leaders reshaping the products, packaging and design of retailer-owned brands. It was a fantastic opportunity to connect, exchange ideas, and explore how packaging can elevate brands, differentiate them in the marketplace, and create lasting connections with consumers. The event’s energy and focus on innovation set the stage for a transformative look at where we are and where we’re going in private brands.
The conference kicked off with a strong keynote by Tom Hermes, VP of Sourcing and Product Development at Whole Foods Market. He highlighted how private brands are setting new standards in quality and sustainability. Emphasizing how strategic sourcing and packaging design play key roles in fostering consumer loyalty, it was the perfect way to energize the attendees and set the tone for the rest of the two-day event.
One of the most impactful sessions for me was Paul Rice’s talk on sustainable farming initiatives in underserved areas, based on his book Every Purchase Matters. His session really highlighted how our decisions as industry leaders can support more sustainable, ethical practices, from the farm to the store shelf. It was a powerful reminder of how business practices can make a tangible, positive impact on communities around the world. Plus, I was able to score a signed copy of his book, which was a nice bonus!
Another highlight was the fireside chat I had the privilege of participating in with Paul Skozilas and Chris Durham. As we reflected on our award-winning work, Chris guided the conversation by asking thoughtful questions, while Paul and I shared insights on how great design strategy has driven our success. We discussed how our work—such as the Sea Isle Giant Spiked Lemonade collaboration, designed by our own Tommy Tran—illustrates the intersection of creativity and business strategy. It was an engaging conversation that explored how packaging design can challenge perceptions, drive brand differentiation, and help private labels stand out in a crowded market.
The energy at the Velocity Conference was contagious. It was inspiring to meet so many people who are passionate about transforming the private brand space. From discussions on sustainability to digital trends, it’s clear that the future of private brands holds endless potential. The event reminded me of how much we can do when we collaborate and push the limits of what’s possible.
This year’s event marked the 2025 edition of the Velocity Private Brands Conference and Expo. Organized by Christopher and Laraine Durham, the conference has become a premier event for networking and recognizing innovation in retailer-owned design. Since its launch in 2017, the conference has gathered thought leaders from around the world to share insights and inspire the next wave of private brand success.
Looking back, the recognition we received at the Vertex Awards was a proud moment for our team. But more than the awards, the insights and connections from the conference will continue to inspire our work moving forward. A big thank you to the Velocity Institute for hosting such a meaningful event. We’re excited to see what the future holds for private brands!