The Vertex Awards International Private Brand Design Competition Enter Today!

Vertex statue-620x420

Today, the Vertex Awards competition begins, we’ve made some exciting changes, including adding more categories like the individual product category for home décor, which includes objects, accessories and decorations for the house, kitchenware and paintings.

Co-Founder Phil Russo, Publisher, Global Retail Brands Magazine and I are excited about adding a Licensed/Co-Brand category as well. The category is designed to include licensed brands used exclusively by a single retailer. Think of a product licensed by a celebrity chef or designer, or even a known brand that is licensed and exclusive to the retailer, like Heston at Waitrose or Op at Walmart.

This year, there will also be a Reader’s Choice award. The judging panel’s top ten choices will be posted on for readers to vote on. The panel includes esteemed design experts from around the world. In addition to the Brand categories, awards will also be given for Best New Brand Design, Best Redesigned Brand and Best In Show. Once again this year Phil and I will hand select a recipient for the Publisher’s Choice award.

Open to private brands worldwide and all trade channels, the Vertex Awards accepts design entries introduced in-store between November 2013 and November 2014. Points are awarded for design, information architecture, originality, structure, and x-factor.

Because of the mandatory point requirements for each level, it’s possible to have more than one Gold Level winner in a category, but not have anyone qualify for a Silver, we believe this is the way to reward outstanding design while ensuring mediocre designs don’t win by default the way they would in a First, Second, Third Place competition.

At the end of the day, this competition is about turning private label design on its ear. Last year’s winners really set the bar, showing the world fantastic store brand packaging does exist. We’re excited to see what the entries will bring this year.

Entries will be accepted beginning today, through January 15, 2015. The entry fee is $129 per entry. Complete information and entry forms can be found at

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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.