Dagrofa: 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 Denmark based Dagrofa (Spar, Superbest, Supergros, Kiwi).

How do you think it will fare in the judging?

190 - Gestus_Family1Gestus
Category:
B1. New Brand
Retailer: Dagrofa
Country: Denmark
Agency: Sunrise Reklamebureau A/S
For Dagrofa, one of the largest grocery enterprises in Denmark, we developed Gestus – a cross category mainstream priced brand. It has a high level of design, and each of the more than 100 products is designed specifically for its category. Gestus presents itself in quality at a surprisingly good price.

157 - Familieis-BørneisFirst Class Mix Ice boxes
Category:
G10. Frozen
Retailer:
Dagrofa
Country:
Denmark
Agency:
Kontrapunkt
When launching this product, the challenge was to give the consumer a sense of the content and portray it in a delicate way, which would appeal to both children and adults. The boxes contain both ice creams and popsicles so in order not to create a mess, we made drawings of each individual ice cream

154 - Kontrapunkt_DonellaFirst Class Donella
Category:
G10. Frozen
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
Donella is a creamy milk ice cream based on a traditional Italian recipe. The packaging illustrates the Italian origin in a delicate way, whereas the name, Donella, is more explicit and carries positive connotations to an Italian mama. The use of pastel and the authentic photo are meant to leave the

152 - Kontrapunkt_BobbysFirst Class – Bobby’s Ice Cream
Category:
G10. Frozen
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
Dagrofa wished to introduce a new private label ice cream addressed at both young and old. They wanted the expression to be fresh and playful and inspiration should be found in the renowned Ben and Jerry’s brand.

The solution has a dynamic and humorous expression allowing each flavor to stand out

158 - Kontrapunkt-SpadeisFirst Class – Popsicles
Category:
            G10. Frozen
Retailer:              Dagrofa
Country:              Denmark
Agency:              Kontrapunkt
Dagrofa’s private label popsicle, is a refreshing and classic summery ice cream for both children and children at heart. The design aims at emphasizing the playful on-the-go element alongside the creamy texture. The colors are carefully selected to match each of the three flavors.

155 - Gestus_JuiceGestus – Fresh Juice
Category:
G12. Beverages: Non-Alcoholic
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
Dagrofa was about to launch a new juice under the private label brand Gestus. The juice should be fresh and thus stored in a cooler alongside milk etc. Communicating this freshness was an inherent part of the task. Furthermore, the amount of fruit and the lack of additives should be explicitly state.

161 - Kontrapunkt_VandKokkens Catering – Aqua
Category:
G12. Beverages: Non-Alcoholic
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
The rather broad target group necessitated a broadly appealing design, which would look great both on a restaurant table and in a sports bag. Hence, we suggested a simple and clean design, which is easily decoded and which inspires the consumer to reuse the bottle.

160 - Kontrapunkt_ChokolakridsFirst Class – Liquorice
Category:
G9. Packaged Goods
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
We chose a vibrant color palette while keeping a sophisticated edge to the design. This way it appeals to a mature consumer at the same time as it indicates something tasty for your sweet tooth. The simple, yet bold typo and look puts the licorice in the center of attention.



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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.