DON WATT (1936-2009)

Don Watt is a name synonymous with revolutionary retail branding and design and a testament to the transformative power of applied and decorative arts in the commercial world. His work, spanning several decades, has left an indelible mark on the landscape of retail design and consumer experience.¹ He is best known for the successful redesign of the Loblaw house-brand packaging, for both the No Name and President’s Choice lines.

The Ontario College of Art (OCA, now OCAD University) Industrial Design graduate also introduced photo symbolism on the labels for the short-lived Ziggys Fantastic Foods, a chain of gourmet deli/specialty food shops owned by Loblaws. His success with Loblaws led to equally impressive in-house branding programs for Home Depot (its orange logo) and store concept; the design of the Walmart brand; and Super C brand and store design in Quebec as well as their Sam’s Choice, Great Value and Equate retail brands.

He also updated the Food Basics brand and store design in Ontario. Other well-known clients included Kraft, Safeway and Nestlé. Early design credits include his design being chosen as the basis of the Canadian flag and his contribution to the design of the Canadian Pavilion at Expo 67.

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. 

Learn more about Don Watt: Toronto Star, Globe and Mail

¹encylopedia.design

Image credit: Ziggy's store interior. From the OCAD U Library and Archives.