Private Brands Win Big at the 2013 Pentawards!

The international jury of Pentawards, the worldwide competition devoted exclusively to Packaging Design, chaired by Gérard Caron, announced its 2013 winners on Saturday in Barcelona, in the Mediterranean room of the W Hotel by the sea.

This seventh edition of the Pentawards received over 1400 entries from 5 continents and 49 countries. Despite the global economic crisis this year’s edition of the Pentawards saw a 16% increase in entires over the previous year.

This years winners included 22 Private Brand standouts from around the world.

This year, the UK was particularly outstanding, since 3 of the 5 Platinum Pentawards, as well as 10 Gold, 20 Silver and 12 Bronze Pentawards.

New countries have rising in participation and awards include: Armenia, Azerbaijan, Ecuador, Ukraine, Mexico.

In addition to the Diamond Pentaward and the 5 Platinum Pentawards, the international jury also awarded 45 Gold Pentawards among the 52 categories competing this year. Silver and Bronze Pentawards were also presented. In total entries from 32 countries are among the winners.

The 2014 Pentawards will be presented in Tokyo
Enrollment in the third Concept Pentawards 2014 will be open from February 321, 2014 and enrollment in the 8th “Classic” Pentawards will be open from 14th April 14th to May 23rd 2014.

Check out all the winners at the Pentawards site

017-STRANGER&STRANGER-SAFEWAY-SLEEVES-2

017-STRANGER&STRANGER-SAFEWAY-SLEEVES-1Safeway Bottle Sleeves
GOLD PENTAWARD
GREAT BRITAIN
Stranger & Stranger
www.strangerandstranger.com
A. Beverages
A.12 Distributors/Retailers own brands

The bottles sleeves were launched as an innovation initiative aimed at spicing up the look of our wine shelves. We identified 22 niches and buying occasions that might benefit from enhanced packaging and developed a patented bottle sleeve that contains everything from quotes to recipes. We created brands in a packaging format that stands out and adds value, interest and gifting opportunities. The added real estate that the over sleeve gives us has allowed us to engage with people in a way that a tiny back label never can. Everyone just wants to pick up and read these packs. The best ideas are the simplest and we made them look striking and very individual. The launch range hit the shelves last year and the retailer committed to extending the range soon after. The feedback from both the client and customers has been incredible.

074-PARKER-WILLIAMS-TESCO-JUICE-BAR-1 074-PARKER-WILLIAMS-TESCO-JUICE-BAR-2Tesco Juice Bar
SILVER PENTAWARD
GREAT BRITAIN
Parker Williams
www.parkerwilliams.co.uk
A. BEVERAGES
A.12 Distributors/Retailers own brands

Juice Bar is a new sub-brand for Tesco, an eclectic mix of juices and smoothies with something for whatever your mood or need. From a Wake Up smoothie with Guarana for extra kick, to the refreshing lemon and mint of Cubanito, each bottle offers its own distinctive benefits.

Our brief: To create a brand identity, product naming and design for the Tesco Juice Bar range with a fun, dynamic personality and bags of individuality. The key to meeting the design challenge lay in the range of products themselves. Different juices satisfy a range of different wants and needs: unusual flavors, health benefits, and relaxation. It is not just about to appealing to different types of consumers, but also to the same consumer at different times of the day or week. The right balance between sub brand and product communication was important in helping communicate the notion of highly individual choice. We created a consistent, characterful identity for Juice Bar to unify the range. We also knew that strong product recognition with plenty of emotional appeal was important. The packaging design reflects the diversity and individuality even further with each juice receiving a bespoke solution under the sub-brand umbrella. This maximizes impact in store and encourages customers to browse and experiment within a repertoire. A clear label substrate gives all-important visibility of the juice and gave us the opportunity to integrate the natural product colors into the graphic design. Our design approach has the flexibility to accommodate changing flavors, and seasonal ingredients.

075-P&W-TESCO-FINEST-ROAST-1 075-P&W-TESCO-FINEST-ROAST-2Tesco Finest – roast and ground coffee
SILVER PENTAWARD
GREAT BRITAIN
P&W
www.p-and-w.com
A. Beverages
A.12 Distributors/Retailers own brands

Colorful iconic illustrations express the character, flavor and geographical location of each coffee. This allowed us to create a distinctive vibrant look for each pack, whilst making a strong premium range that works with the Tesco Finest brand. Our innovative “freshness valve” as well as the strength message have been incorporated into the illustrations to create a seamless unified design.

162-CasaRex-BrigaderiaTeaTime-1 162-CasaRex-BrigaderiaTeaTime-2Brigaderia – Tea Time Collection
BRONZE PENTAWARD
BRAZIL
Casa Rex
www.casarex.com
A. Beverages
A.12 Distributors/Retailers own brands

Brigaderia has developed the “Tea Time Collection”, a special range of tea blends that harmonize perfectly with its selection of brigadeiros, a popular sweet in Brazil, very similar to chocolate truffles but made by mixing sweetened condensed milk, butter and cocoa powder tog. The objective was to create an interesting packaging range aligned with Brigaderia’s unique personality and visual identity. In each tea can Whimsical old-style teapots come to life ready to serve and announcing the tea flavor. Its vintage monochromatic illustration pop-out from the colorful background, which, along with the typography, translates perfectly Brigaderia’s identity and its fun and refreshing appeal.

163-ELMWOOD-LOVE-IN-A-CUP-1Morrisons – Love in a cup
BRONZE PENTAWARD
GREAT BRITAIN
Elmwood
www.elmwood.com
A. Beverages
A.12 Distributors/Retailers own brands

Love in a cup is a promotional pack of tea, created by Morrisons as a fun and unique Valentines Day gift, with ongoing appeal for couples. Five different romantic messages on the tags to show your loved one you care every time you put the kettle on.

Created to increase Morrisons incremental sales in the tea category around Valentines Day.

The Love in a cup concept had to add a sense of occasion to the simple task of making a cup of tea, while capturing the essence of a tender shared moment between loved ones. The brand had to appeal to new couples as a way to share a cup of tea over Valentines breakfast, as well as being a simple, understated way for couples who’ve been together longer and wouldn’t normally buy a gift, to mark the occasion without any fuss.

In order to drive additional sales in the tea category, Love in a cup had to achieve stand-out disrupting the shelf with the playful, eye-catching packaging and encouraging those who wouldn’t normally buy tea to do so. Although launched around Valentines Day, Love in a cup had to have enduring appeal for couples. The charming red and white pack design for Love in a cup was inspired by hand-written love notes and incorporates a handwritten typography style and hand-drawn imagery of a teacup with a love message hanging over the side. The tea bag drawstring tags come with five romantic messages including “Hey sugar”, “Squeeze me” and “You stir me up” to add a playful sense of fun to a simple shared moment.

026-LAVERNIA-DELHAIZE-SOUPS-1 026-LAVERNIA-DELHAIZE-SOUPS-2Delhaize – Soups
GOLD PENTAWARD
SPAIN
Lavernia Cienfuegos
www.lavernia-cienfuegos.com
B. Food
B.12 Distributors/Retailers own brands

The brief was to bring to life the principle ingredient, preferably through the use photo-realistic images, with something that adds a touch of good humor before serving. The romantic image of the waiter’s hands gives positive connotations of good service and quality. The steady black and white photography helps to visually unify the whole range, which is complimented by use of simple bold typography to balance the design. The size of the ingredients, in color, have been exaggerated in relation to the plate to emphasize the high natural vegetable content of the soups in comparison to its competitor’s. This play on size coupled with the waiter concept adds the touch of humor. Bon appétit!

094-BAS-AXFOOD-ECOLOGICAL-PRODUCTSAxfood/Garant – Garant Ecological Products
SILVER PENTAWARD
SWEDEN
BAS
www.basid.se
B. Food
B.12 Distributors/Retailers own brands

Background: Garant is a high-quality, private label brand owned by Axfood. The concept is based on innovative design, highlighting each product line within the brand, targeting conscious and knowledgeable consumers. Consumers can comment on and rate the products on the website (www.tyckomgarant.se ).

Axfood can then produce what the customers want. a completely new way of working with private brands. Today there are about 800 products, sales are breaking records, with Axfood’s share of private brands at an all time high, and a huge number of consumers are actively involved via the website.

Brief: Packaging for everyday ecological living.

Solution: Fun, contemporary and brave ecological design with an attitude. A unique handmade typeface makes the product names and facts illustrative and recognizable. Unique and vibrant color combinations make the products visible, decorative and entertaining. The products are extremely visible both in the store and at home.

Result: Garant Eco has through the design created sales success, brand liking and buzz. Sales are breaking records, with Axfood’s share of private brands at an all time high, and a huge number of consumers are actively involved via the website

095-EMART-GRAIN-1Emart – Grain Products
SILVER PENTAWARD
SOUTH KOREA
Emart
www.emart.com
B. Food
B.12 Distributors/Retailers own brands

This series of grain products was branded as a private label owned by Emart, a hypermarket chain with the biggest market share in South Korea. The design brings in western masterpieces depicting cultivation and harvest. Though already familiar to the audience, they still provide a fresh perspective. Portrayed figures are from the famous paintings yet where the crop field was became a see-through cutout, showing the rice inside the package. The key to this design is that the original form of the masterpieces was taken without severe distortion or alteration. It merely brings out the inner content and visually fusing it with the outer skin to create a perfect balance.

178-LANDOR-LONDON-M&SMarks & Spencer – SIMPLY M&S
BRONZE PENTAWARD
GREAT BRITAIN
Landor Associates
www.landor.com
B. Food
B.12 Distributors/Retailers own brands

In a recession everyone obsesses about value, but if you are M&S Food and famous for treats, food quality and premium produce, how do you do “value’ without undermining your brand?

A: Understand the real role of value, and pitch your product and presentation accordingly. So, we developed a value range that doesn’t compromise on M&S’s core proposition; specialness, we named it SIMPLY M&S; it presented value products as being every bit valuable as premium products; but in their own way. The difference: The “Shopping List concept’ unites all the products and communications allowing customers to easily understand and recognize their everyday items – because shopping lists are as diverse and democratic as the people who write them and value like shopping is for everyone; simple.

179-METRIC-SYSTEM-HUSETSHusets (The House)
BRONZE PENTAWARD
NORWAY
The Metric System
www.themetricsystem.no
B. Food
B.12 Distributors/Retailers own brands

Husets (The House) is a modern take on a classic corner shop with everyday groceries. Husets own private label contains nordic, seasonal and locally sourced products. As well as some European small scale niche producers. Husets focuses on quality, animal welfare, environment and sustainability. The Packaging Design is based on a clear family resemblance. High recognition and easy to understand. All the elements is built upon a flexible grid to fit and scale all sizes and formats. The expression is flexible and lush. Comfortable and a touch of humor. With a strong color-palette, humorous illustrations and a unpretentious look, the design seeks to inspire the joy of food and cooking.

030-BJORN-BORG-TASTY-HOLIDAYA Tasty Holiday
GOLD PENTAWARD
SWEDEN
Bjorn Borg AB
www.bjornborg.com
C. BODY
C.05 Distributors/Retailers own brands

A Holiday specials packaging collection for 2012. The idea of people coming together around food during the holidays, despite religion, was an inspiration for this concept. This resulted in an unexpected gift packaging collection that appealed to the Bjorn Borg target audience (18-25 yrs), all around the world, and communicated the happy, sexy spirit of the brand in a playful way. The importance of visibility of the underwear (print) & elastic was achieved by the clear plastic packaging. The graphic design and play with words was used to trigger curiosity with the consumer.

102-SEPHORA-MADE-IN-SEPHORAMade in Sephora
SILVER PENTAWARD
FRANCE
Sephora
www.sephora.com
C. BODY
C.05 Distributors/Retailers own brands

This iconic mascara comes in an outrageously glamorous shiny black tube with a quilted pattern that express outrageous volume for outrageous eyes.The shape and pattern translates the outrageous volume makeup result of the formula.

103-STUDIO-KLUIF-HEMA-Toothpaste-1 103-STUDIO-KLUIF-HEMA-Toothpaste-2HEMA Toothpaste
SILVER PENTAWARD
THE NETHERLANDS
Studio Kluif
www.studiokluif.nl
C. BODY
C.05 Distributors/Retailers own brands

Special simplicity, the core values of HEMA and seamlessly applicable to the HEMA toothpaste packaging range.

Why? Every package has a simple, clean, hygienic, white base color and a unique illustration that, literally, smiles at you. Due to the simple illustrations made with the product itself (toothpaste), the consumer can see the flavor and USP’s all at one glance. Form and function with an extra little something. Very distinctive and very HEMA at that.

185-Schaffner-&-Conzelmann-NATURALINENaturaline Cosmetics
BRONZE PENTAWARD
SWITZERLAND
Schaffner Conzelmann
www.designersfactory.com
C. Body
C.05 Distributors/Retailers own brands

Coop’s expertise in promoting ecologically produced goods also comes into its own in relation to cosmetics. Under the Naturaline label, which has been well established since the nineties, all “eco” certified cosmetics have now been visually linked with a new look. Highly evocative imagery and simple, compressed product names aim to evoke the quality of the contents (ecological production and allergen-free ingredients) on the outside.

The product line exhibits individuality and confidence, without imitating similar branded products. In addition, all packaging materials have been redefined. High gloss foils and premium print quality contribute to the positioning of Naturaline Cosmetics products as an alternative for sophisticated cosmetics consumers.

186-SEPHORA-BATHSephora – Bath
BRONZE PENTAWARD
FRANCE
Sephora
www.sephora.com
C. Body
C.05 Distributors/Retailers own brands

Daily dose of happiness day!

Nothing as boring as the daily routine… Thanks to the new bath capsules, be surprised every day by a new scent, and decide in which atmosphere you want to be in your shower! 14 shots = 14 fragrances

035-VBAT-Gamma-1 035-VBAT-Gamma-2Gamma
GOLD PENTAWARD
THE NETHERLANDS
VBAT
www.vbat.com
D. OTHER MARKETS
D.08 Distributors/Retailers own brands

BRIEF: GAMMA is the leading DIY chain in the Netherlands. The store’s paint department is vital for attracting a wide target audience including women and young couples. GAMMA wanted to develop a specialty range focused on style and color. The range needed to help customers find their own style (and matching colors), and give them the confidence to change their interior and keep it up to date.

Challenge: The GAMMA brand needed a strong packaging concept to position the new specialty range as a serious competitor for the leading paint A-brands. The packaging of decorative paint should not show impressions of interiors as this limits the imagination of the consumer. It may even be a reason for not buying the product. In addition, a cost effective packaging production cannot keep up with the speed of interior style changes.

Solution: Within the challenging environment of a DIY store we wanted a daring and disruptive concept. The zebra is the hero of the concept, a distinctive and timeless style icon. It is a quirky and stubborn symbol on one hand, adorable and recognizable on the other. Its black-and-white stripes allow it to combine nicely with all of the colors in the range. The zebra is the connecting link between store presentations, communication tools and product offering on shelf. The concept offers simplicity and focus, making it easy for customers to choose the right color for them. The color indicators have been applied through a sticker. This makes it possible for GAMMA to keep the color range up-to-date in a cost effective way without losing the recognisability of the pack. Nothing is black & white.

112-EMART-CUTTING-BOARDS-1 112-EMART-CUTTING-BOARDS-2 112-EMART-CUTTING-BOARDS-3LovingHome – cutting boards
SOUTH KOREA
Emart
www.emart.com
D. OTHER MARKETS
D.08 Distributors/Retailers own brands SILVER PENTAWARD

LOVINGHOME is a private label brand owned by Emart, a hypermarket chain with the biggest market share in South Korea. Consumers who buy LOVINGHOME cutting boards have an urge to know at the first glance, the kind of wood they are buying because each and every wood kind portrays different characteristics and advantages. It seems like a cutting board is chopped out of a rooted tree trunk because a cross section image of its origin tree is attached at the bottom face. Beneath the tree image, there is a block of text describing the types of wood it comes from.

The core idea of this package design was to quickly communicate the most important essence of a cutting board through an easily recognizable image, which is one of the compulsory items in kitchen. The design has three variations; each representing cypress (Hinoki), red pine and bamboo.

113-TURNER-DUCKWORTH-WAITROSE-PET-FOOD-1 113-TURNER-DUCKWORTH-WAITROSE-PET-FOOD-2 113-TURNER-DUCKWORTH-WAITROSE-PET-FOOD-3Waitrose – Mid-Tier Pet Food
SILVER PENTAWARD
UK
Turner Duckworth
www.turnerduckworth.com
D. Other Markets
D.08 Distributors/Retailers own brands

From wet and dry food to cat litter and treats, Waitrose’s range of Mid Tier pet food comprises of 73 products and 14 different categories in the range. We were asked to redesign the range to clearly identify protein (food) types as well as clear navigation of product types e. g. dry/wet food, jelly or chunks etc. The design uses brightly color coded objects and clear typography to differentiate the food types and help navigate the large range. The dogs and cats interact with the objects differently on every pack to provide a playful character across the entire range of products.

193-Anthem---Plus-Washing-powder-and-liquid-1 193-Anthem---Plus-Washing-powder-and-liquid-2PLUS Private Label
BRONZE PENTAWARD
GREAT BRITAIN
Anthem Worldwide
www.anthemww.com
D. Other Markets
D.08 Distributors/Retailers own brands

The design of PLUS Private Label detergents (powder & liquids) for white and colored fabrics. The overarching design concept has been used to create One Face & One Voice, which will be applied across all PLUS private brand propositions and products, using consistent branding that is: simple, clear and free of unnecessary detail; friendly and homely with imagery and colours that are sympathetic and warm; distinctive and desirable, with elements of surprise used on packaging to create a look that differentiates PLUS both from the major brands and also the traditional “me-too’ style of retailer private brands.

194-DDB-MAMIE-AND-Co-1Mamie & Co
BRONZE PENTAWARD
FRANCE
NouveauMonde DDB
www.nmddb.com
D. OTHER MARKETS
D.08 Distributors/Retailers own brands

Mamie & Co is a (direct selling) brand specializing in grandmother remedies and tips. Mamie & Co offers 4 product ranges: natural remedies, smart foods, a traditional skin-care line, and old-fashioned household cleaning products. In these times of vast over consumption, what could be more comforting than to reconnect with values and recipes having withstood the test of time? Mamie & Co’s personality is directly inspired by the common sense, love and cheerfulness of our grandmothers. It’s a brand full of both emotion and common sense, headed by a ´ granny who hands down her authentic recipes through a product range entailing cosmetics, health care and household products. In Mamie & Co the agency also wanted to create a spirited granny who’s got spunk, and doesn’t mince her words! A bit of a chatterbox, she loves telling stories and uses old-fashioned expressions on the packaging. This is a committed brand as well: Mamie personally signs all of her products with her beautiful penmanship. And because Mamie is more on-trend then ever, the agency wanted a completely modern brand, which never falls into plain retro, and reflects a colorful and cheery brand territory!

047-STRANGER&STRANGER--ENTERTAINERThe Entertainer – Selfridges
GOLD PENTAWARD
GREAT BRITAIN
Stranger & Stranger
www.strangerandstranger.com
E. LUXURY
E.09 Distributors/Retailers own brands

The Entertainer is a special edition blend for iconic London store Selfridges. Stylistically, this Blended Scotch Whisky harks back to the turn of the 20th century, when blends contained higher proportions of malt

whisky to grain whisky, and when the whiskies themselves were peatier and were aged in more active casks. All of this yielded whiskies with greater concentration of flavour. The Entertainer is a raucous, fullblown, extravaganza of a whisky.

It’s rich, it’s decadent, it’s smoky and it’s surprising. Only 1000 bottles of this limited blend have been produced.

135-BAS-DAY-BIRGERDay Birger et Mikkelsen – Scented line
SILVER PENTAWARD
SWEDEN
BAS
www.basid.se
E. LUXURY
E.09 Distributors/Retailers own brands

DAY Birger et Mikkelsen is a Danish fashion company with collections for women, men and home interior. They are represented in over 1,000 stores in 25 different countries.

Solution: The packaging concept for DAY’s scented line is a part of the design program and communicative platform for DAY Birger et Mikkelsen, where brand book, labels, symbols, design, packaging and graphic manual has been included. DAY’s scented line, the competition entry, is part of the HOME collection and should carry the brand. The design celebrates diversity and is based on storytelling. DAY is the luxurious bohemian that collect experiences and have an aesthetic eye for detail and clear understanding of design.

The idea are that the parts together form an exciting ensemble with a lot to discover. The names and illustrations is a way to build a story that triggers the imagination. Care in detail, mystery and discovery are key ingredients.

Different pages on the packaging can create still lifes with exciting visual variety and endless opportunities for promotions campaigns and communications. The packaging is both a product and an interior design element.

 



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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.