Private Brands WIn Big at the A’Design Award and Competition

This years winners of the A’Design Award and Competition have been announced and among the winners are two Private Brands: Canadian retailer Loblaw’s super premium food brand Black Label has been awarded the Platinum A’ Design and heavy equipment distributor Rocky Mountain Equipment has been awarded a Silver A’ Design Award for its Dependable Packaging System.

Black LabelLoblaw Brands Limited’s Black Label Retail
Platinum A’ Design Award Winner
Packaging by Loblaw Brands Limited
Packaging Design Category, 2012 – 2013.

DESIGN DETAILS
DESIGN NAME: Black Label
PRIMARY FUNCTION: Retail Brand Packaging

INSPIRATION:
President’s Choice Black Label products, an exceptional collection of fine foods, sourced the world over.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The contemporary use of color and typography is juxtaposed against custom photographed black-and-white imagery to create a sophisticated and distinctive package design. There was deliberate effort to communicate the provenance of each product mainly through imagery by capturing origin or old world preparation methods. The bold and colorful industrial typography on the black background provides unique personality and immediate brand recognition while enabling variety differentiation among larger sub-families. As a result, upon launch there was immediate buzz and interest in this new line of premium products and has established a platform for continued growth.

OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The design exploration started mid year 2010 and launched at the end of 2011 with over 200 products in over 100 stores Canada-wide. The design was done completely in-house at Loblaw, Toronto Canada.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Matte varnish throughout combined with a spot gloss varnish on the bold colorful typography provides an additional layer of sophistication.

SPECIFICATIONS / TECHNICAL PROPERTIES:
TAGS: Premium

CHALLENGE:
The biggest challenge was to create a unique design system that worked across multiple package formats across various print processes.

TEAM MEMBERS (2) :
Creative Director Jason Hobson and Designer Buffy Liu

Visit the following page to learn more: http://www.pc.ca/blacklabel

Rocky Mountain Equipment’s Dependable Packaging System
Silver A’ Design Award
Packaging by Taxi West
Packaging Design Category, 2012 – 2013

DESIGN DETAILS
DESIGN NAME: Dependable
PRIMARY FUNCTION: Packaging System

INSPIRATION:
Create a packaging system that communicates the virtues of the ‘Dependable’ brand and it’s line of products. For Rocky Mountain Equipment’s customers, ensuring their equipment is always up and running is essential to their lively hood and profitability. The ‘Dependable’ line of products help to maintain the performance of equipment and to help ensure that downtime is kept to a minimum.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
In a category known for overdesigned “flashy” work laced with starbursts, we decided to use simple, straightforward language (including the unconventional device of using actual sentence in the naming structure), a simple color palate and a bold, graphic, almost utilitarian structure. This was done deliberately to reinforce the core value of dependability that Rocky Mountain Equipment the company possesses within the product itself. After all, dependability doesn’t scream from the rooftops. It just does its job the only way it knows how; the right way.

OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
7 months. Calgary Alberta, and Vancouver British Columbia

FITS BEST INTO CATEGORY: Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
TAGS:
packaging, package design, industrial, dependable, oil, fluid, pail, jug, manufacturing

RESEARCH ABSTRACT:
The audience for Rocky Mountain Equipment’s ‘Dependable’ brand of motor oils and fluids is the farming and construction industry. Customers are looking for affordable products to help minimize their operational costs, while still maintaining the quality and durability of higher priced name brands. Farmers and construction workers are no bullshit and to the point, the products they use should reflect this.

CHALLENGE:
If there’s one thing Rocky customers can be certain of, it’s uncertainty. From double dip recessions, to all those “Once in a lifetime” storms, there’s a lot that’s beyond the control of the farmers and the construction workforce. When it comes to downed equipment, it’s one more thing they can’t control. That’s why ensuring their equipment is always up and running is essential to their livelyhood and profitability. And that’s why Rocky created The ‘Dependable’ line of products to maintain the performance of equipment and ensure that downtime is kept to a minimum. Price is a factor but reliability is paramount. This is Dependable strategically reflects the quality of the product while allowing their own label name to have prominence.

TEAM MEMBERS (16) :
Client Rocky Mountain Equipment, Client contact Laird Munro, Creative Director Trent Burton, Creative Director Chris Zawada, Writer Trent Burton, Designer Chris Zawada, Designer Andrew Passas, Photographer Chad Jones, Mac Artist Yumi White, Mac Artist Hayden Wood, Digital Imaging Hayden Wood, Agency Print Producer Leah Fladgate, Agency Print Producer Denise Carefoot, Account Director Ben Tarr, Account Manager Andrea Nacinovich and Agency Planner Jack Dayan

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.