2014 Gold Vertex Award Winners

Supperstudio_02EROSKI

Category: Best of Show & B1. New Brand
Retailer: Eroski
Country: Spain
Agency: Supperstudio

Project
Packaging design for the Eroski brand. This project encompasses over 2,000 products with a colorful, optimistic and simple image that seeks to stand out among other supermarket products and thus interact with the customer. Once you have seen them, you are sure to remember them. Yes, we’re friendly

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas

249 - manningsHEALTH-LED WATER

Category: Publishers Choice, B2: Redesigned Brand & G12. Beverages: Non-Alcoholic
Retailer: Mannings-Guardian Hong Kong
Country: Hong Kong
Agency: Passionfruit Asia

Project
Following Mannings’ retail brand renovation, the Mannings Water was to be re-designed to fit closely with the brand’s “health-led” beauty positioning, distinct orange retail identity, AND also satisfy customer-researched demands for: 1) Value for money, 2) Ergonomy (hand feel), and 3) Quality.

Credits:
Client Lead: Ms Fann Yuen;
Project Leadership: Mr. Craig Briggs;
3D Bottle Design: Mr. Christophe Blin (InSpirit Design);
Art Direction: Mr. Liem Cheung

171 - Eroski_Cereales_11EROSKI CHILDREN’S CEREALS

Category: G9. Packaged Goods
Retailer: Eroski
Country: Spain
Agency: Supperstudio

Project
Eroski children cereals make for a wild and fun start to your day, thanks to the animals in your own special zoo. We selected an animal and a strong color for each, in keeping with the marketing angle for the product, which is direct and simple. As an added bonus, each animal can be assembled.

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas

174 - Eroski_Barquillos_3Eroski Ice Cream Cones

Category: G9. Packaged Goods
Retailer: Eroski
Country: Spain
Agency: Supperstudio

Project
Three kinds of ice cream wafers with a vintage look. Sweet and delicate, that’s the design for Eroski ice creams. A preppier style proposal.

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas

172 - Eroski_Pañales_2EROSKI NAPPIES

Category: P5. Health Care
Retailer: Eroski
Country: Spain
Agency: Supperstudio

Project
An innovative in nappy(diaper) design. A new color, not yet used for this type of product, and animal illustrations are the key elements for the packaging design. A marketing strategy which involved recognizing the target market and the more playful side of this area. Discover new experiences at each stage

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas

173 - Eroski_Zumos_21EROSKI JUICES

Category: G12. Beverages: Non-Alcoholic
Retailer: Eroski
Country: Spain
Agency: Supperstudio

Project
A costume ball would be the best way to describe the new juices from Eroski; a complete range, where each fruit plays a role. A characterful design for which we used one statement colour to make the product stand out on the shelves, creating a unique image for each product.

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas

125 - HUB - Exclusively at WoolworthsHUB – EXCLUSIVELY AT WOOLWORTHS

Category: H17. Electronics
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

Project
Create a new brand for Woolworths to strengthen their quality perception in electrical goods. White background with subtle graphics allows the product/photography to standout at fixture. The use of vibrant range colors with simple typography create a tech savvy and confident look and feel.

Credits:
Marque Brand Consultants
Design Director: Abi Singmin
Creative Lead: Inyoung Hu
Account Director: Mariella Menato
General Manager: Kay Chrystal Lord

Woolworths Design Specialist: Sandra Dagher

271 - OD-VERTEX-2015-Hans-Anders-groupRestyling Easy Hear & Easy Wear

Category: P5. Health Care
Retailer: Hans Anders
Country: Netherlands
Agency: OD

Project
The team developed a concept, which is based on “sensory stimulus”. These are translated into a leading graphic illustration, one for hearing aids and one for optical products. Each product was given its own coloring for navigating and unique specifications. A nice-to-have was the international potential

Credits:
OD Designer: Merel van Tellingen
Hans Anders Brand Manager: Rian van Koulil
Illustrator: M. Corona – Merel van Tellingen
Copy: OD

110 - CasaRex_Gelado_3Brigaderia Gelado

Category: G10. Frozen
Retailer: Brigaderia
Country: Brazil
Agency: Casa Rex

Project
Identity and packaging. Ice cream line for Brazilian confectionery store. Inspired by playful lyrics of a samba that says “Each one eats what pleases him”, each flavor was named after characters cited in the song, and visually represented by unique shoe illustrations – one for each taste and style.

Credits:
Creative director: Gustavo Piqueira
Design: Gustavo Piqueira/ Samia Jacintho

265 - OD-VERTEX-2015-PAPERTOYS-GROUP-1Jumbo Paper Toy Chips

Category: G9. Packaged Goods
Retailer: Jumbo Supermarkets
Country: Netherlands
Agency: OD

Project
The chips targeted for kids make use of a playful idea: paper toys. Every product got it’s own character which was designed and illustrated with great care. The character matches the product in style, shape and colouring. Together they make a great appeal to the customer. Especially the little one.

Credits:
OD Designer: Menno Mulder
Jumbo Brand Manager: Frank van der Meij
Photographer: Peel Creative Studios

Illustration: Erwin Kho (Shop Around)

Copy: OD & Jumbo

181 - Viñas-Altas_Toro_2Viñas Altas Toro Wine

Category: G11. Beverages: Alcoholic
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio

Project
Brand image for Toro wine in El Corte Inglés own range, known as Viñas Altas. A design inspired by the works of Pablo Picasso, where, by using two different items (a forge and a grape), we create the head of a bull, a play on the word ‘Toro’ (bull).

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Account Manager: Susana Seijas

270 - BrittainsVodkaBrittains Vodka

Category: G11. Beverages: Alcoholic
Retailer: Fortnum & Mason
Country: United Kingdom
Agency: Storm Brand Design

Project
Brittains is quality, 5 times filtered premium vodka. It lacked a compelling story and subsequently had very low market penetration. We broke the pattern of the vodka category by rooting the brand in an eccentric sense of Britishness and positioning Brittains as – an extraordinary spirit.

Credits:
Bruce Drinkwater, Paul Stallard, Jack Bannerman, Andy Whurr

132 - waitrose pureWaitrose Pure

Category: B2. Redesigned Brand & P6. Body Care
Retailer: Waitrose
Country: United Kingdom
Agency: DewGibbons + Partners

Project
Better standout and pack navigation were needed, plus a clear natural skincare positioning. The design’s a nod to interior design trends – a flora-inspired background subtly decorates the packs. Logo and typography complement the illustration’s richness. Endorsement seal underpins natural claims.

Credits:
Creative Direction – Nick Vaus
Designer – Beverly Cook
Illustrator – Sabine Reinhart
Client Services Director – Sara Jones
Account Handler – Lindsey Isham

196 - CONTINENTE_PORTUGUESE-ORIGIN-MEATContinente 100% National Meat

Category: G8. Fresh
Retailer: Sonae MC
Country: Portugal
Agency: Sonae MC’s Design Team

Project
We wanted to create a sticker with a 100% Portuguese look & feel to communicate our national meat, so we used a charming typical Portuguese sidewalk pavement as a background and, to differentiate the type of meat, an animal icon decorated with a pattern commonly used in traditional pottery.

Credits:
Sonae MC’s Design Team

157 - Kontrapunkt_Familieis-BørneisFirst Class Mix Ice Boxes

Category: G10. Frozen
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt

Project
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

Credits:
Brand Manager: Pernille Kiss Jensen
Project Manager: Line Rotne Bessmann
Art Director and Illustrator: Rikke Blicher
Artworker: Lisa Engwall and Sophia Schack Axelsen

187 - Beautifood_Oink_2Oink, Oink

Category: G9. Packaged Goods
Retailer: Young and Beautifood
Country: Spain
Agency: Supperstudio

Project
Packaging for the Young and Beautifood’s pork rinds. Natural, white chocolate and milk chocolate covered pork rinds. A likeable idea to enjoy your pork rinds… by a tube.

Credits:
Creative Director: Paco Adin
Account Director: Lourdes Morillas

182 - Viñas-Altas_Cariñena_21Viñas Altas Cariñena

Category: G11. Beverages: Alcoholic
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio

Project
Brand image for wine from the Cariñena Denomination of Origin within El Corte Ingles’ range of Viñas Altas wines. El Cierzo is the name of the wind that typically blows through the Cariñena district. Following on from this idea, we have created a family of mechanical animals that move by the wind

Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Account Manager: Susana Seijas

124 - Created by JamieCreated by Jamie

Category: B3. Licensed or Co-Brand
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

Project
Packaging and in-store communications that drives the freshness and convenience of the ‘Created with Jamie’ range. Strong hero photography with fresh color palettes deliver Jamie’s playful tone of voice with hand drawn illustrations to drive key selling messages around sustainability and provenance

Credits:
Marque Brand Consultant
Lead Designer: Zillah Dunton
Creative Director: Dan Bray
Account Director: Suzi Della-Pietra
General Manager: Kay Chrystal Lord
Photographer: Chris Court
Food Stylist: Sarah Tildesley.
Stylist: Justine Poole
Woolworths Design Specialist: Lucy Bower

243 - PW_TESCO-KIDS-TISSUES_OPEN copyTesco Kids Tissue

Category: P5. Health Care
Retailer: Tesco
Country: United Kingdom
Agency: Pemberton & Whitefoord LLP

Project
A range of novelty tissue packs, suitable for children and teenagers. The tissues, when dispensed, interact with the box, e.g. the water blowing from the elephant’s trunk. Combined with bright stylistic illustrations & color palettes, resulted in a unique look & shelf standout in a crowded market.

Credits:
Creative Director: Simon Pemberton
Art Director: Melanie Kendall
Illustrator: Melanie Kendall

176 - Belle_Loción_2Belle Body Lotions

Category: P6. Body Care
Retailer: Eroski
Country: Spain
Agency: Supperstudio

Project
New packaging for belle body lotions. It is a coherent, honest design through which the brand emphasizes quality and strengthens its visibility.

Credits:
Creative Director: Paco Adin
Account Director: Lourdes Morillas

190 - Gestus_Family1Gestus

Category: B1. New Brand
Retailer: Dagrofa
Country: Denmark
Agency: Sunrise Reklamebureau A/S

Project
For Dagrofa, one of the largest grocery enterprises in DK, 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.

Credits:
Client Service Director: Henrik Lenz
Design: Line Krüger
Project manager: Malene Louise Degn-Petersen
Finalization, agency: Kontrapunkt

227 - Pams-Neu-Range-Shot1NEU

Category: B1. New Brand
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd

Project
Neu is designed to evoke freshness, innovation and contemporaneity with a distinctive, unisex name. Bold colors and abstract geometric shapes convey modernity and an innovative edge, while loose textures and neutral background tones provide cues of softness and cleanliness.

Credits:
Creative Director: Paula Bunny
Senior Designer: Mahani Jones
Client – National Private Label Manager: Jocelyn McCallum

235 - FE-Sriracha_RangeFresh & Easy Sriracha Hot Sauces

Category: G9. Packaged Goods
Retailer: Fresh & Easy
Country: United States
Agency: The Creative Pack

Project
The crystal label is a modern, clean approach in the condiment category. A pattern was created to allude to the provenance, Sriracha originated in Thailand. The clapple (clock-apple) logo was embedded in the pattern and a clean 1 color ink helps it to stand out on shelf.

Credits:
Art Director: Danielle Kidney
Designer: Corey Czer

119 - refreshe ICE _heroRefreshe ICE

Category: G12: Beverages: Non-Alcoholic
Retailer: Safeway
Country: United States
Agency: Anthem Worldwide

Project
Design a new line of sparkling waters with ‘feel good refreshment’ and the essence of ‘sweet fruit bubbles’.

Using pillars of color, sense of motion and illustrated graphics, the design gives a sense of effervesced fruit flavor that is lush and impactful at shelf.

Credits:
Creative Director: Carl Mazer
Design Director: Kian Kuan
Technical Design Director: Daryl Buhrman
Designer: Nancy Andre
Illustrator: John Worthen

222 - Pams-Confectionery-4Pams Confectionery

Category: G9. Packaged Goods
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd

Project
Pams new confectionery range features a mix of quirky animal characters drawn in story book style, with large product windows for a tempting peek at the lollies within. Retro colors and a creamy pack give a natural feel, hinting that these sweet treats contain no artificial colours or flavoring.

Credits:
Creative Director: Paula Bunny
Senior Designer: Paula Bunny
Illustrator: Brett King
Client – National Private Label Manager: Jocelyn McCallum



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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.