Chainsaws, the English & Private Brand

More from The Dieline Awards, one more winner from Turner Duckworth, in this beautiful minimalist interpretation of outdoor power equipment packaging for English home improvement retailer Homebase.

Entrant: Turner Duckworth
Marketing Objectives:

Sovereign is a premium garden power brand selling the very best garden engineering products. The black boxes show the products clearly and simply, shot in the style that you might expect a premium car to be photographed. Each product has stylish plant/botanical photography on the sides to hint at its usage and create drama at the point of sale. Simple icons explain the various product features.

Because of the regal name the logo is designed to look like a crown at first glance but as you look more closely you can see that it is made of grass, creating an own-able and unique brand icon.

See all the Winners.

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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.