Private Brands Win Big! American Package Design Awards

This year Graphic Design USA held the 2012 edition of its annual American Package Design Awards and the magazine received more than 1,600 submissions and ultimately awarded 250 Certificates of Excellence. Among the 250 Certificates of Excellence are 18 Private Brand winners representing thirteen retailers, ten agencies and two in house departments.

The American Package Design Awards rewards packaging, p-o-p and related projects that are visually attractive, yes, but more importantly, features designs that advance the brand and forges an emotional connection with the purchaser at the moment of truth.

Private Label Packaging

Design Firm: Anthem Worldwide, New York NY
Art Director: Richard Palmer
Designer: Kathleen Bertini
Photographer: Schawk Retail Marketing

Design Firm: Randa Accessories, Rosemont IL
Art Director: Amanda Schantz
Designers: Samantha Allinson, Miguel Cortez, Mark Majewski, Rebecca Gil, Allison Hammer

The Fresh Market, Inc
Design Firm: The Fresh Market, Inc., Greensboro NC
Designers: Alex Blake, Andy Kurtts
Photographer: Black Horse StudiO
Private Label Coordinator: Jennifer Oas

Hy-Vee, Inc
Design Firm: The Meyocks Group, West Des Moines, Iowa
Creative Director: Rachel Allinson
Designer: Rawley King
Illustrator: Rawley King

A & P (The Great Atlantic & Pacific Tea Co.)
Design Firm: Vertis Creative, Exton PA
Art Director: Steve Beckman
Designer: Diana Atkins

Sunflower Farmers Market
Design Firm: Vertis Creative, Exton PA
Creative Director: Steven Beckman
Art Director: Casey DeCarlo
Designer: Diana Atkins
Illustrator: Image Tap (photo illustration on front panel)
Photographer: Brice Pennington

Design Firm: Vivabox USA, Gaithersberg MD
Art Director: Tracie Voss
Designer: Tracie Voss
Illustrator: Tracie Voss
Photographer: Jeffrey O’Connor

Food & Beverages

Design Firm: Ampac, Cincinnati OH

Duane Reade
Design Firm: CBX, New York NY

Target Corporation
Design Firm: Target Corporation, Minneapolis MN
Art Directors: Karen Norberg, David Ledsinger
Print Buyer: Scott Atchison
Packaging Engineer: Bobby Lam
Specialist: Kate Scarrella
Prepress: SGS Creative
Production: Monica Washington

Fashion & Apparel

Target Corporation
Design Firm: Target Corporation, Minneapolis MN
Art Directors: Maria Horn, Marta Kohn Harding, Catherine Knaeble
Designer: Peterson Milla Hooks
Photographer: Roland Bello
Packaging Engineers: Peter Foltz, Carl Bulls
Specialists: Leah Swenson Lampi, Meghan Kenneally-Biegler, Cherie Anderson Print Buyers: Karen Larson, Julie Pierson
Creative Production: Kristie Scherber, Mary Beth Running

Household, Garden & Industrial

Home Depot
Design Firm: CBX, New York NY

Design Firm: TFI Envision, Inc., Norwalk CT
Client: Daymon Worldwide Design (Meijer)
Art Director: Elizabeth P. Ball
Designers: Elizabeth P. Ball, Mike Troian
Illustrator: Mike Troian

Health & Beauty

Bath & Body Works
Design Firm: Beardwood & Co., New York NY
Creative Director: Sarah Williams
Designers: Alexandra Rubin, Kelly Carambula, Allison Spicer
Illustrators: Alexandra Rubin, Kelly Carambula, Allison Spicer

Duane Reade
Design Firm: CBX, New York NY

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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.