2014 Silver Vertex Award Winners

257 - crystal moistCrystal Moist

Category: B2. Redesigned Brand
Retailer: Mannings China (Dairy Farm)
Country: Hong Kong
Agency: Innovation Kitchen

Project
To answer to the sophisticated needs of Chinese Woman for highly efficient hydrating skin care products, Mannings China redesigned CRYSTAL MOIST Brand: new positioning, new packaging, new design, new formulation to bring sophistication and modernity for a unique combination of Science and Nature.

Credits:
Client Lead: Ms Nicky Chu, Ms Wency Kwok; Project Leadership: Mr. Jien Goh

269 - 100th-Anniversary-SKUsStop & Shop 100th Anniversary

Category: G9. Packaged Goods
Retailer: Ahold USA
Country: United States
Agency: Group360

Project
Celebrate our 100th anniversary and create some fun by offering retro designs for key products sold during the era (Ice Cream, Coffee, Soup, Fried Chicken, Rolls). Vintage product designs not only generated buzz but had a collectible aspect. Category growth across 7 different categories averaged 5%

Credits:
SVP Own Brands: Juan DePaoli
Design Director: Melissa Smith-Hazen
Merchandising Dir: Mark Gilliand
Brand Manager: Debra Botterill

264 - OD-VERTEX-2015-PETFOOD-GROUP-2Jumbo Pet Food

Category: G13. Pet Products
Retailer: Jumbo Supermarkets
Country: Netherlands
Agency: OD

Project
The restyling takes the brand and the products to a new level. In the heart of the idea, lies the uniqueness of pets. All 84 SKU’s show a unique, for this purpose photographed dog or cat. It just fits within the emotional world of pet owners with a keen eye on the costs they spend for pet food!

Credits:
OD Designer: Niels Alkema
Brand Manager: Frank van der Meij
Photographer: Wilkins
Copy: OD – Jumbo

155 - Kontrapunkt_Gestus_JuiceGestus Fresh Juice

Category: G12. Beverages: Non-Alcoholic
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt

Project
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

Credits:
Brand Manager: Pernille Kiss Jensen
Project Manager: Line Rotne Bessmann
Art Director and Illustrator: Theis Møller Jakobsen
Artworker: Lisa Engwall

246 - BravaShoe_new1Brava

Category: B1. New Brand
Retailer: Academy Sports + Outdoors
Country: United States
Agency: Academy Sports + Outdoors In-house Packaging Design

Project
The in-house Packaging Design team from Academy Sports + Outdoors refreshed the shoe box design for the private label brand Brava, giving it a modern look. The previous design was full color on a white box. In addition to lowering the cost, using the kraft box with less ink coverage is ECO friendly.

Credits:
Brand Manager: Kyle Sanders
Creative Direction: Charles Leung
Designer: Shane Trammell

220 - NinaO_VERTEX_03Nina Ottosson for Petco

Category: B3. Licensed or Co-Brand
Retailer: Petco and Unleashed by Petco
Country: United States
Agency: Petco Animal Supplies, Inc. in-house creative packaging team

Project
Swedish dog puzzle toy pioneer, Nina Ottosson, & Petco partnered for bright minds to create a line of innovative brain games. The challenge/solution was to update and modernize the Nina Ottosson look-and-feel, add Petco co-branded lockup, & solve for educating pet parents on benefits of brain games.

Credits:
Agency: Petco Animal Supplies, Inc. In-House Private Brand design and communications team
Brand & Communications Director: Karen Moyer
Creative Director: Lorena Rios
Graphic Design: Lindsey Parker
Packaging & Production Design: Lindsey Parker
Dog photography: Mike Smith Studios
Product photography: OneKreate

209 - irresitblesIrresistibles Rebrand

Category: B2. Redesigned Brand
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications | Content Group

Project
Our private brand qualitative reference for our banners with unique, accessible culinary offerings in an ambience that feels real.

Platform with proprietary color panel for name, branding; flexible for category-specific treatments.

Modern, dynamic, in sync with customers and brand fundamentals.

Credits:
Creative Direction: Éric Gagnon (Metro), Dennis Benoit (St. Joseph)
Account Director (St. Joseph): Anna Agozzino
Design / Photo Direction (St. Joseph): Creeshla Hewitt, Jennifer Ireland, Steve Feeney, Adriana Guizzetti
Photography: Dominique Malaterre (TILT), Alain Sirois, Dana Dorobantu, Christian Lacroix
Food Stylists: Anne Gagné, Josée Robitaille, Sylvain Riel, Denise Roussin, Guy Houde
Retouching: Shelley Knegt

241 - lifeShoppers Drug Mart Life

Category: B1. New Brand
Retailer: Shoppers Drug Mart
Country: Canada
Agency: Shikatani Lacroix

Project
Over ten years, Life Brand had expanded into numerous categories, causing confusion. A new position, “Healthier. Easier” split the portfolio into “Get Well” and “Stay Well”. The packaging redesign moved Life away from national brand knock-offs to leverage its unique position in the marketplace.

Credits:
Strategy:
Jean-Pierre Lacroix, Lead Strategist
Account Management:
Diane Mullane, VP Client Services
Devon Rose, Senior Account Manager

Graphics:
Kim Yokota, VP Graphics – Art Director
Bob Capling, Senior Designer

Production:
Murtuza Kitabi, Director of Production
Stephen Hutchinson, Senior Production Designer
Mark Willard, Photographer

129 - Archer FarmsArcher Farms

Category: B2. Redesigned Brand
Retailer: Target
Country: United States
Agency: Pearlfisher

Project
To redesign the brand into one which showcases product as modern and approachable. Guest research showed the previous design was considered dated and a bit ‘country’. The new design also addressed product naming, copy hierarchy, flavor profiles and back of pack directions.

Credits:
Target Team:
Creative Leads: David Hartman, Jake Pasterski, Kirstin Stahl
Creative Team: Brenda Irlbeck, Ed Hernandez, David Ledsinger, Matt Fernberger, Stacey Field
Brand Managers: Sarah Olson, Julie Ennis
Copywriter – Erin Duffey
Project Manager: Tim Barlow
Print Buyer: Julie Pierson

126 - Inspire - Exclusively to WoolworthsInspire – Exclusively to Woolworths

Category: H16. Home Decor
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

Project
Create a new brand for Woolworths to strengthen their quality perception in kitchen/homeware. Handwritten brand marque and icon reinforces the positioning of quality products for the home you care for. Editorial photography with textured charcoal grey brand colour provides a modern and quality feel.

Credits:
Marque Brand Consultants
Design Director: Abi Singmin
Account Director: Mariella Menato
General Manager: Kay Chrystal Lord
Food Stylist: Gemma Lush
Photographer: Andrew Dougal Stavert

Woolworths Design Specialist: Sandra Dagher

Cheese_Snack_GroupKroger Cheese Snacks

Category: G9. Packaged Goods
Retailer: The Kroger Co.
Country: United States
Agency: The Kroger Co.

Project
Refresh of the current package to be more category appropriate. Design to be eye-catching and personality-driven to stand out in a very busy retail category shelf set.

Credits:
Kroger Corporate Brands Team

199 - CONTINENTE_POTATOES_03Continente’s Potatoes

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

Project
Disruptive and innovative, our Potatoes Range emerges from the need to define a clear segmentation; create a graphic impact in the fresh linear; reinforce product attributes; communicate origins. The result was a rustic graphic proposal and a typographic packaging, segmented by color contrast.

Credits:
Sonae MC’s Design Team

PrintGo!Yum Chocolates

Category: G9. Packaged Goods
Retailer: 7-Eleven
Country: United States
Agency: Brandimage

Project
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.

Credits:
Executive Creative Director: Don Childs
Creative Director: Scott Smith
Design Manager: Tim Binzer
Designers: Ben Meyers, Jeff Raulie
Production Manager: Ree Foltz
Photo/Illustration: Mike Wepplo

236 - FE-Take-and-Bake-Pizza_RangeFresh & Easy Take & Bake Pizza

Category: G8. Fresh
Retailer: Fresh & Easy
Country: United States
Agency: The Creative Pack

Project
A custom die cut for the box reinforces the clapple (clock-apple) branding. Personality was introduced into the take & bake range, using a word pattern on the box itself. Sales per unit doubled after the relaunch (despite increasing the price) New take & bake skus introduced in frozen & bakery.

Credits:
Art Director: Danielle Kidney
Designer: Heather Varano

245 - PW_TESCO-SMOKEHOUSE-MEATS_3Tesco Smokehouse Meats

Category: G9. Packaged Goods
Retailer: Tesco
Country: United Kingdom
Agency: Pemberton & Whitefoord LLP

Project
The meats are ready-prepared recipe ingredients, ideal for putting together quick and tasty meals. The bold, contemporary, bright packaging designs for the meats (including BBQ Pulled Pork & Shredded Duck) bring new consumers into fixture through colour, excitement & a different proposition.

Credits:
Creative Director: Simon Pemberton
Art Director: Ben Owen
Photography: Ben Owen

120 - SELECT Iced Tea & LemonadesSELECT Iced Tea & Lemonades

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

Project
Develop premium design for new refrigerated teas that tastes like home made and focus on quality and simplicity.

Using clean modern typography and an elegant delicate photography style, this design celebrates the freshness of the product and the beauty of it’s simple, artful ingredients.

Credits:
Creative Director: Carl Mazer
Design Director: Patrick Fraser
Technical Design Director: Daryl Buhrman
Designer: Jason Abreu
Photographer: Richard Eskite

114 - mix-or-matchMeijer Mix 6 Pack Packaging

Category: G11. Beverages: Alcoholic
Retailer: Meijer
Country: United States
Agency: Meijer Packaging Design

Project
Beer carrier design for a customizable “mix and matchâ” 6 pack craft beer space within Meijer stores.

Credits:
Team: Meijer
Designer: Josh Sikkenga
Art Director/Creative Director: Kelly Corcoran

184 - Viñas-Altas_Rioja_21Viñas Altas Rioja Wine

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

Project
Brand image for wines from the Rioja Denomination of Origin within El Corte Ingles’ Viñas Altas range. It is a homage to the vine shoot, the woody stump that is left after the vine has been pruned. We mischievously take that simple image and add items that give it a new personality.

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

225 - Pams-Pasta-SaucesPams Fresh Pasta & Sauces

Category: G8. Fresh
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd

Project
A black-and-white palette adds a touch of deli sophistication and strong shelf impact. Hand-crafted type and beautiful ingredient photography give artisanal, market-fresh qualities and an authentically Italian feel. Relaxed styling encourages confidence in the results and even more appetite appeal.

Credits:
Creative Director: Paula Bunny
Senior Designer: Justine Rankine
Photographer: Shaun Cato – Cato Photography
Food Stylist: Jo Wilcox – Silverspoon
Client – National Private Label Manager: Jocelyn McCallum

115 - CTR_Canvas_Teak_GroupCANVAS

Category: B1. New Brand
Retailer: Canadian Tire
Country: Canada
Agency: Jackman Reinvents

Project
Canvas is the newest brand for the Home and the Seasons exclusively available at Canadian Tire. The packaging was designed to reflect the core pillars of Canvas – versatility, accessability and inspiration. It also showcases the great style and design of products through inspirational photography.

Credits:
Senior Brand Consultants – Lauren Turchet and Daniel Gotlib
Brand Manager – Unha Park
AVP, Private Label Brand – Anthony Wolf

Agency: Jackman
Raymond Ludwin,Christian Hanson, Anthony Swaneveld

140 - WinCo-Imagery6WinCo Foods

Category: B1. New Brand
Retailer: WinCo Foods
Country: United States
Agency: Marketing by Design

Project
WinCo, the low price leader, decided it was time to create their private brand targeted at young families, working middle class & retirees all with an affinity for the WinCo brand, wanting good products at great prices. The design captured the no frills independence of the WinCo shopping experience.

Credits:
Production Director: Richard Taylor
Creative Director: Steve Martin
Designers: Kailen Eaker & Tracy LeMere
Account Director: Maria Dubuc
Account Manger: Sasha Tsaryuk
Production Art & Content Management: Kim Burns & Roger Calado

116 - master-cuisine-3Master Cuisine

Category: H16: Home Decor
Retailer: Big Lots!
Country: United States
Agency: Big Lots! Internal Design

Project
Create a new Own Brand in Housewares that incorporates a “BETTER” product strategy and creates incremental growth over base OPP brand.

Solution: Master Cuisine brand bakeware, drinkware, flatware, serveware and gadgets. Developed name, photography style for brand, and new superior packaging.

Credits:
Merchant – Stephen Johnson
Art Director – Jon Fehrman
Designer – John Haskin
Photographer – Eclipse Studios

128 - Woolworths EssentialsWoolworths Essentials

Category: H16. Home Decor
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

Project
Create an entry-level brand for Woolworths General Merchandise that delivers quality and value.

Lowercase sans serif used in the marque provides a friendly, welcoming feel.

Color palette speak to entry-level cues with a cared-for personality introduced through simple illustrations or quirky text

Credits:
Marque Brand Consultants
Design Director: Wendy Laws
Account Director: Mariella Menato
General Manager: Kay Chrystal Lord

Woolworths Design Specialist: Sandra Dagher

282 - Daily-Chef_Organic copyDaily Chef Organic

Category: B1. New Brand
Retailer: Sam’s Club
Country: United States
Agency: Rouge 24, Inc.

Project
Sam’s Club wanted to introduce an “Organic” line to their existing Daily Chef brand. The existing Daily Chef shield is paired with a clean, white background and simple photography to reinforce the idea that organic food is about simple and uncomplicated ingredients.

Credits:
Brand Manager: David Walker
Creative Director: Michael Schmidt
Art Director: Jennifer Palmer
Photography: Johnson-Rauhoff

103 - HeadRush-New-DesignHeadRush

Category: H17. Electronics
Retailer: The Source
Country: Canada
Agency: The Source In-house

Project
Existing HeadRush brand was 3 years old and required a refresh to reflect the new product assortment, improved product standards, performance & cosmetics. The goal was achieved by focusing on showcasing the product quality within a contemporary brand design.

Credits:
John Triemstra – Creative Manager
Steve Gibson – Vice-President, Private Brands
Hasahn Fisher – Photographer
Grace Edwards – Product Developer

238 - FE-Protein_RangeFresh & Easy Protein Powder

Category: P5. Health Care
Retailer: Fresh & Easy
Country: United States
Agency: The Creative Pack

Project
It was created to communicate strength & functionality of the product whilst looking clean and unprocessed. A clean white matte tub paired with a metallic paper showing through for the protein. The product attributes are a system of callouts, helping customers to easily navigate the differentiators

Credits:
Art Director: Danielle Kidney
Designer: Heather Varano



Facebooktwittergoogle_plusredditpinterestlinkedinmail
Previous article2014 Vertex Award Bronze Winners
Next article2014 Gold Vertex Award Winners
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.