7-Eleven: Inside the Vertex Awards

Leading up to the announcement of this years Vertex Awards winners I thought it would be exciting to share some of this years entrants with My Private Brand readers. Check out these submissions from US convenience store 7-Eleven.

How do you think it will fare in the judging

Print7-Select Go!Yum Chocolates
Retailer: 7-Eleven
Country: United States
Category: G9. Packaged Goods
Agency: Brandimage
7-Eleven Private Brands recognized a need for high-quality, convenient foods on-the-go. The first in a series of product introductions, GO!Yum chocolates are made with premium, indulgent ingredients. The rich, saturated yet upbeat color palette stands apart at shelf, and feels decadent yet modern.

5363_003_D3_HolidayClusters_wrapA7-Select Holiday Popcorn Clusters
Retailer: 7-Eleven
Country: United States
Category: G9. Packaged Goods
Agency: Brandimage
7-Select sought to introduce a gourmet Holiday popcorn cluster collection that consumers would pick up on their way to a holiday party or keep on their coffee table to share. Created was a “gift-worthy” label to showcase the artisanal nature of the popcorn in the clear jar.

277 - Go-Smart-Bars_Vrtx7-Select GoSmart! Bars
Retailer: 7-Eleven
Country: United States
Category: G9. Packaged Goods
Agency: Brandimage
7-Eleven Private Brands recognized a need for providing balanced and delicious choices to eat well on the go. Created was GO!Smart, intended to re-invent the “better-for-you” convenience category. The new packaging features a bright, cheerful palette to convey simplicity and naturalness.



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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.