Officeworks Wins DBA Design Effectiveness Award – Part 3

This is the third in a series of posts on this year’s DBA Design Effectiveness Awards; the awards recognize the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.

BRONZE DBA Design Effectiveness Award
Hummingbird
AGENCY: Elmwood
CLIENT: Officeworks

Officeworks is a market leader in Australia’s office supply retail sector. In 2009, threatened by lower-priced competitors and the global financial crisis, Officeworks decided to replace their own-brand range with a suite of ‘private label’ brands.

Elmwood were asked to bring the strategy to life. One of the resulting brands was Hummingbird; a sleek range of modern, pre-assembled office furniture. Conjuring notions of efficiency and versatility, Hummingbird was conceived to match the lifestyle, needs and taste of home office professionals. Earthy colours were used to create an ‘artisan’ identity, with natural quality implicit across all packaging and design. Glossy lifestyle photography was also used to connect consumers to a modern and stylish end result.

Through the creation of the Hummingbird brand and identity, Elmwood raised Officeworks’ retail office seating sales by 19%. In the first year 118,000 units were sold, and Officework’s national office seating market share went up by 6%.

View all of 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.