2013 Vertex Awards Gold Winners

Vertex GOLD

45 - Pams flour 1BEST OF SHOW & GOLD
Category: Packaged Goods
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

From amidst the scattered flour and delicious smell of cookies and muffins baking, comes the rewarding satisfaction of home baking, shared by many a generation.

The Pam’s Private Label flour range captures this sense of baking nostalgia with familiar baking icons and charming fabrics woven from another time of wisdom and practicality.

Just like good bread, these packs are wonderfully wholesome. Bold type lovingly handcrafted to imperfection, natural colors and a good spoonful of modern utilitarian chic in the form of typewriter fonts and letterpress simplicity. A refreshing and delightful take on a basic everyday item.

Creative Lead / Designer: Paula Bunny

11 - Anto  - CasaRex_Anto1PUBLISHER’S CHOICE & GOLD
Category: Packaged Goods
Retailer: IFW
Country: Italy
Agency: Casa Rex
Package design has a tendency to be very predictable with layouts and shapes that follow traditional standards. Private brand package design tends to be even more predictable with far too many retailers either continuing to copy national brands or simply copying their retail competitors. Italian retailer IFW’s ANTO’ adopts the traditional conventions and makes them beautiful. They have adopted a style and grace that is ownable and unique, and ultimately made them one of the Gold Vertex award winners in the Packaged Goods category. That style and grace made them a stand out brands and our Publisher’s Choice winner.

The objective here was to renew Anto’s visual, creating a more contemporary packaging without losing its Neapolitan identity.

The brand lost its previous bland yellow color and now reveals its true Neapolitan essence through vibrant illustrations depicting its natural ingredients, which are playfully scattered across the bay of Naples. The new visual is combined with a new color palette and calligraphic signature – incorporating its traditional aspects with fresh new artisanal touches.

This blend of traditional and contemporary aesthetics gave Anto’s a unique and sophisticated identity that truly captures the spirit of its Neapolitan authenticity as well as premium quality.

Creative Director: Gustavo Piqueira
Design: Gustavo Piqueira, Samia Jacintho, Ingrid Lafalce
Assistant Designers: Lilian Meireles

23 - WoolworthsGold_Range_Vertex4GOLD
Category: New Brand
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

Woolworths had developed a premium range of products for customers seeking affordable, indulgent, superior taste experiences; high quality products that would traditionally be sought through an extra shopping trip to a delicatessen.

Brief & Challenge
The Agency was tasked with creating a premium tier brand that instantly delivered the quality of the range, and which clearly sits above the existing two brand tiers within Woolworths’ portfolio. In the supermarket context this new premium brand also needed to convince customers of the quality of the products in order to stop customers ‘crossing the street’ to their trusty delicatessen.

Creative Solution
The agency developed a brand strategy hinging on key brand truths from the creation of the range: that each product meets at least two of the three quality driving criteria:

  • Artisanship: Products must give a substantiated rationale that the product has been produced using traditional methods driving craftsmanship, expertise and quality
  • Ingredients: Ingredients must be expertly selected for their outstanding quality and superior taste
  • Provenance: Where relevant, products should be sourced from world-renowned expert regions.

The brand’s bold yet simple, elegant and crafted design, produced with quality substrates and finishes, is one that customers can recognize as of premium quality, whilst credible in coming from a supermarket.

The ‘Gold’ brand name, handcrafted and produced in gold foil, standing out on a rich dark brown background allows the brand’s quality to stand out on shelf. The stamped gold foil ‘Marque of Distinction’ (MOD) roundel highlights the key development criteria of a product as proof points for customers. Photography then supplements the MOD: mood evoking provenance and artisan shots, or sumptuous food photography, all driving the superior taste experience.

The Results
The Gold brand is performing in excess of 8% of targeted sales – some individual products performing almost 40% over target.

Account Manager: Jane Eaton
Senior Design: Claire Stenvert
Creative Director: Gavin Greenhalf
Photography Stylist: Gemma Lush
Photographer: Andrew Dougal Stavert

Cloud 9 - New ShotGOLD
Category: New Brand
Retailer: Fresh Direct
Country: USA
Agency: Galileo Global Branding Group

This Non foods brand provides it’s consumer with an Ultra Premium National Brand Equivalent Product line, at an everyday fair price.

Senior Art Director: Lee Gobbi
Designer: Heather Burt

43 - Tesco Cereal Bars- RedesignGOLD
Category: Redesigned Brand
Retailer: Tesco
Country: United Kingdom
Agency: P&W Design Consultants

Demand for cereal bars has grown rapidly as consumers seek healthier snacks to eat on the go. Breakfast cereal manufacturers have extended their brands and have established the category and the healthy positioning, which has been a major contributor to the growth of the area.

The brief was to rejuvenate the range by giving it a distinct personality – focusing on natural, healthy cues.   Also to combine previously unassociated ranges like marshmallow snack bars and breakfast bars through design. The brief was answered by creating packs with a “bursting with taste” visual language that kept the overall feel friendly and energetic.

Differentiation by product type is achieved through blending natural background textures with punchy colors with a handcrafted typeface allowing each pack to have a bespoke look and feel, and typography and illustration styles tying it all together.

Each illustration has an emphasis on nature and farmland iconography that wrap around the entire pack creating depth and story to something that is two-dimensional. The mix of decorative and informative graphics gives the range originality and a sense of humor, introducing fun and light into this healthier range of snacks.

Creative Director, P&W Design Consultants: Simon Pemberton
Designer: Jack Bannerman

HT Traders 2GOLD
Category: Redesigned Brand
Retailer: Harris Teeter
Country: USA
Agency: Galileo Global Branding Group

Based on the insight of the foodie/ eating culture Harris Teeter challenged us to reposition and redesign the HT Trader brand so that it would appeal to a wider audience. With this rebrand we modernize the logo and redesigned each individual package or grouping of packaged to reflect the new positioning of Discover-Inspire-Enjoy.

Senior Art Director: Lee Gobbi
Galileo Designers

12 - Brigideria Tea - Hora-do-cha_2GOLD
Category: Beverages
Retailer: Brigaderia
Country: Brazil
Agency: Casa Rex

“Tea Time Collection” is a special range of tea blends developed by Brigaderia to harmonize 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 together.

In each tea can a whimsical old-style teapot comes to life and is ready to serve – announcing its respective tea flavor. Its vintage monochromatic illustrations pop out from the colorful background, which, along with its ornate typography, perfectly translates Brigaderia’s fun and irreverent identity.

Creative director: Gustavo Piqueira
Design: Gustavo Piqueira / Samia Jacintho
Assistant designer: Caroline Vapsys, Marianne Meni, Marcela Souza

51 - pams milk 2GOLD
Category: Fresh
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

Lively and typographic, the refreshed Pam’s chilled dairy range is a breath of fresh air in the fridge. Playful moustache illustrations and lighthearted descriptions are eye-catching on shelf and the cream and butter have personalities of their own.

Pam’s is all about good value, quality products with desirable packaging – it’s no wonder they have built a loyal following to be New Zealand’s largest grocery brand.

Designer: Hannah Souter

53 - Tesco Cereal 1GOLD
Category: Packaged Goods
Retailer: TESCO UK
Country: UK
Agency: P&W Design Consultants

The range of dry cereals features bespoke and handcrafted titles, as well as hand-drawn illustrations portraying ingredients and flavor profiles. The cartons feature die cut windows on the front of the pack so that the product quality is showcased and customer can easily see the all the ingredient inclusions. Finest utilizes a deep slate black background-, which helps to carry some strong consistency throughout the range, along with the finest logo which is foil blocked on every single pack.

Creative Director, P&W Design Consultants: Simon Pemberton
Designer, P&W Design Consultants: Jack Bannerman

52 - pams ice cream 2GOLD
Category: Frozen
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

Prepare yourselves this summer for Pam’s brand new premium ice cream. Bold, black labels with delicately detailed illustrations and clear tubs are a fresh addition to the freezer. No need for product photography as the window on the lid shows what a beautiful product this is.

Pam’s is all about good value, quality products with desirable packaging – it’s no wonder they have built a loyal following to be New Zealand’s largest grocery brand.

Creative Lead / Designer: Paula Bunny

56 - Ology-whiteGOLD
Category: Maintenance
Retailer: Walgreens
Country: United States
Agency: CBX

Increasing evidence shows that the chemicals included in everyday products could be contributing to children’s diseases and behavioral disorders. Until better regulations around product safety are adopted parents are left to bear the burden of protecting their children’s health by educating themselves and making conscious purchases.

Our challenge was to create a brand, which included the name, and ultimately design, that would need to communicate a “better for tomorrow” promise, which directly laddered up to the Walgreens Happy & Healthy strategy. It would need to be tight enough to hold together across the store, but flexible enough to compete within categories.

The solution was “Ology” – a differentiated private brand in the Walgreens portfolio that uses a uniquely human approach to design, custom structure and tone of voice to communicate its purpose of helping leave behind a healthier, happier world for our children and grandchildren. A strong brand mark pops on shelf contrasted by a human, custom type-driven graphic system and illustration style. The packaging is meant to appear as if it were handmade.

Ology includes baby care, laundry, cleaners, personal care, CFL bulbs and paper products. Endorsed by third party Healthy Child, Healthy World, all product benefits are listed on the back panel. It allows concerned consumers to now have easier access to affordable and safer solutions.

Ology reflects a dedication to innovation, a constant drive to improve customers’ quality of life, and an ongoing commitment to help people get, stay and live well.


49 - Pams Diapers 1GOLD
Category: Body Care
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

The Pam’s Baby range is a pure delight. It celebrates life’s little moments and the loving bond between parents and children.  The color scheme of the range suits girls or boys, and has overall warmth. Especially from the cloth-like background and soft cloud shapes, plus the cheerful bunting across the top of the pack. You could say it feels like a wonderful baby’s room to be in.

Included in the creative solution are rhymes, which relate to the characters and are continued on the back of pack, so that parents can entertain their little ones as they have their nappies changed. By using illustration in this category we have given Pam’s a unique look.  The competitors all use infant photography, which although cute, can be polarizing.

And even though Pam’s is a private label brand, we think this range shows great quality and care, yet still value for money.

Designer: Debbie Hyde


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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.