The King of Private Brands dies
The fellow behind Loblaw’s President’s Choice and Home Depot’s orange logo died December 22. Just imagine his talent.
IN MEMORIAM: Don Watt
Don Watt, a partner in DW+Partners, passed away suddenly at the age of 73 on Dec 22, 2009. Born in Regina in 1936, he was a world renowned, award-winning retail brand builder and designer. He founded Don Watt and Associates in 1966 and is best known for introducing premium private-label brand design to the North American market with the development of President’s Choice for Loblaw Cos. His brand designs include Home Depot’s orange logo and big-box store concept, Sam’s Choice and no name, also for Loblaw.
He also worked on the design of the cockpit for the Avro Arrow and on the Canada pavilion for Exp ’67. Speaking at our Hardlines Conference in 1998, Watt shared the story of how, in 1965, his design for the new Canadian Flag was chosen by Prime Minister Lester B. Pearson.
In 2006, Watt was inducted into Canada’s Marketing Hall of Legends under the category of Enablers, representing those who provide excellent brand-building expertise. In 2008, he was inducted into the Private Label Hall of Fame.
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