Private Brands Win First Ever Dieline Awards

The first ever Dieline awards were presented last night at the FUSE 2010 Conference in Chicago. Notable for retailers and Private Brands was the inclusion of several Private Brands including an elegant design for English DIY retailer Homebase. Created by Turner Duckworth the Paint Can design received a second place award in the category.

Entrant: Turner Duckworth
Country:
UK

Marketing Objectives:
Leading British DIY chain Homebase has created a range of wall paints with a distinct use within the market – the paint dries to a perfect finish whether applied by an amateur or professional decorator.

Designed and named by Turner Duckworth, our solution is based on the range use of perfection.  Thus the range has the biggest possible paint swatch (in the world!) to show the customer exactly what they want to see, the color and finish.

French retailer Waitrose received a third place award in the Food category for its Torinesi Breadsticks also created by Turner Duckworth .

Entrant: Turner Duckworth
Country:
UK

Description:
Waitrose briefed us to create a new identity for their range of breadsticks. The range had been under-performing, due to lack of visibility within store. Our solution was to focus on the Italian heritage of the range and educate consumers about the difference between Grissini (everyday and kids love them) to Torinesi (pre-dinner party nibble plus additional ingredients). This was achieved by the use of actual size photography of the product against a distinctly rustic graphic background, and of course, actually telling consumers what the product is in large type!

Marketing Objectives:
Waitrose wished to give their range of breadsticks a more recognizable look to boost sales and an understanding of the difference between Grissini and Torinesi. We chose to fulfill their objectives through photography and type choice.

See all the Winners.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.