And the Winners Are…The Design Excellence Awards

As a follow up to last weeks article on the PLBuyer Design Excellence Awards ceremony I am happy to feature the fourteen category winners that were presented by PLBuyer Publisher Brion Palmer at the awards ceremony last Monday evening in conjunction with the annual Private Label Manufacturers’ Association trade show. To see all of the nominees read this months issue of the magazine.

Private Brand  development and design has certainly come a long way over the last few years and some of the designs in this competition are remarkable, however, I can’t help but wonder if they would all fare well in a design competition that includes the national brands. To truly differentiate Private Brand executives must not only talk about differentiation but make the hard decisions that create differentiation. They must stop following and start leading, it is much easier and more comfortable to copy the national brand or the private label across the street. Great design is not only the responsibility of the agency or designer but the client…Private Brand Retailers – Be Brave! Be Daring! Be Different!

Category: On-Shelf

Winner:
Michael Osborne Design
Sam’s Club
Daily Chef Premium Quality Elbow Macaroni

Category: On-Shelf Premium

Winner:
The Fresh Market
TFM Chocolate Bars

Category: Beverages

Winner:
World Brews
Retailer: Fresh & Easy
Hopper Whitman Belgian White

Category: Beverages Premium

Winners:
Roundy’s Supermarkets / equator
Mariano’s Fresh Market and Metro Market
Product: Vero

Category: Frozen Value

Winner:
Watt International
Retailer: Longo Brothers Supermarkets Inc.
Product: Longo’s Value Tier

Category: Frozen NBE

Winner:
Daymon Design
Retailer: Spartan
Product: Spartan Premium Ice Cream

Category: Refrigerated NBE

Winner:
Michael Osborne Design
Retailer: Sam’s Club
Product: Artisan Fresh Artichoke Spinach Dip

Category: Refrigerated Premium

Winner:
Pemberton and Whitefoord
Retailer: Tesco
Product: Tesco Finest Italian Ready Meals

Category: Health & Personal Care

Winner:
Pharmaca Integrative Pharmacy
Product: Pharmaca Hand Soaps

Category: Pet Food/Care/Supplies

Winner:
CBX
Retailer: Walgreens
Product: Pet Shoppe

Category: Eco-Friendly

Winner:
Lotte Mart
Product: Smart Eco Tissue (Facial)

Category: Household Goods

Winner
Daymon Worldwide (Massmart)
Retailer: Game, Makro and Builders Warehouse
Product: Garden Master Lawn Dressing

Category: Beauty & Cosmetics

Winner:
Watt International
Retailer: Zellers
Product: Sentiments

Category: Baby Care

Winner
Michael Osborne Design
Retailer: Sam’s Club
Product: Simply Right Baby Formula

Best of Show:

Winner
Michael Osborne Design
Sam’s Club
Daily Chef Premium Quality Elbow Macaroni



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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.