2014 Vertex Award Bronze Winners

HF_GroupHemisFares

Category: B1. New Brand
Retailer: The Kroger Co.
Country: United States
Agency: The Kroger Co.

Project
To launch best of the world products from around the globe available exclusively at our Kroger Family of Stores. First stop is Italy with more to come!

Credits:
Kroger Corporate Brands Team

198 - CONTINENTE_CURED-HAM_01Continente Cured Hams

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

Project
A basic range Sabores Clássicos (traditional wood background) for everyday consumption, and 2 premium ranges: Sabores de Portugal (classier wood with paper touch finishing, illustrated with beautiful icons of each region) and Sabores do Mundo (transparency illustrated with an icon of each country).

Credits:
Sonae MC’s Design Team

216 - MAXIMUM_IMG_0442_R1Maximum

Category: H15: Home Improvement
Retailer: Canadian Tire Corp.
Country: Canada
Agency: Perennial Inc.

Project
The objective was to revitalize, redesign, and reposition CT’s tool brand Mastercraft Maximum to target a new customer, the trades professional. The result was a new brand name MAXIMUM, and a packaging design that exuded a more impactful and industrial feel, focused on performance and durability.

Credits:
Candian Tire Corp Team:
Anthony Wolf (PL Brand AVP), Neema Shah (PL Brand Manager), Tracy Platt (Brand Development Mngr), Norm Green (Packaging Team Lead), David Quan and Bruce Cooper (Product Development)

Perennial Inc

Transcontinental (Photography)

267 - Italian-PastaGiant/Stop & Shop Pasta

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

Project
Offer discerning consumer authentic alternatives to “same old” spaghetti dinner. Using traditional dies and ingredients, products are imported from Italy. Packages designed as mailed boxes, complete with brown paper wrapping, string and seals. 1/3 of sales from new category buyers.

Credits:
SVP Own Brands: Juan DiPaoli
Design Dir: Melissa Smith-Hazen
Merchandising Dir: Mark Gilliand
VP Grocery: Tom Hurley
Brand Manager: Debra Botterill

118 - The Snack Artist Chips Redesign_Hero1The Snack Artist Chips

Category: B2. Redesigned Brand
Retailer: Safeway
Country: United States
Agency: Anthem Worldwide

Project
Update The Snack Artist chips packaging into a relevant and vibrant system without sacrificing the brands engaging witty personality.

A bolder edgier approach inspired by street art. Impromptu graffiti silhouettes infuse energy, while verbal wit plays around a heroic image of the product.

Credits:
Creative Director: Carl Mazer
Design Director: Patrick Fraser
Technical Design Director: Daryl Buhrman
Senior Designers: Teresa Diehl, Miri Chan
Illustrator: John Worthen

5363_003_D3_HolidayClusters_wrapAHoliday Popcorn Clusters

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

Project
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.

Credits:
Executive Creative Director: Don Childs
Creative Director: Scott Smith
Designer: Tim Binzer

261 - OD-VERTEX-2015-SNACKS-GROUP-1Jumbo Snacks (frozen)

Category: G10. Frozen
Retailer: Jumbo Supermarkets
Country: Netherlands
Agency: OD

Project
The restyling of the product group frozen Snacks is based upon the out-of-home feeling one gets when snacking in the street. Jumbo offers this at home. The design is in contrast with the convention in the market, very bright. With colourful typography and tasteful, Dutch-styled photography.

Credits:
Designer: Niels Alkema, Jurgen de Kok (OD)
Brand Manager: Iris van den Berg
Photographer: Peek Creative Studios
Copy: OD & Jumbo192 - Womo-Travel-diaries-1

Womo Travel Diaries

Category: P7. Beauty
Retailer: Womo Srl
Country: Italy
Agency: CBA Italy

Project
This Womo product line has been inspired by summer and its sensations, coming up up with a bright and colorful look to convey the feeling of a journey through remote islands. The aim is to communicate, through finishes and materials as well as the typography, freshness and desire of adventure.

Credits:
A. Della Corte, jr Project Manager – C. Mauri, Client Director – A. Iacopino, Designer – F. Bembo, Implementation Manager – G. Carnazza, Designer – G. Cesana, Creative Director

PrintCape Covelle Frozen Seafood

Category: B1. New Brand
Retailer: Topco Associates LLC
Country: United States
Agency: Topco Associates LLC

Project
Looks matter within a grocer’s freezer where space is competitive. Cape Covelle packaging features clean, eye-catching food graphics with a background of wooden planks, invoking images of freshly caught seafood on the pier. Color blocking on the bottom panel calls out the size and count of each SKU.

Credits:
Shelbi Sturges – Topco Creative Director
Kathleen Kolba – Topco Sr. Designer
Deforest Group – food stylist/photographer

204 - moia_foundation_satin_6x6Moia

Category: P7. Beauty
Retailer: Eurocash
Country: Poland
Agency: Galileo Global Branding Group

Project
MOIA is the foundations range of health and beauty products launched by Eurocash in 2014: the Kontigo cosmetic store. This is the first cosmetic store fully dedicated to polish women in the country to be launched by a retailer in Poland.

Credits:
Agency: Galileo Global Branding Group

PrintP$$T…big savings pass it on

Category: B1. New Brand
Retailer: The Kroger Co.
Country: United States
Agency: The Kroger Co.

Project
The goal was to develop a brand that would emotionally connect with customers by making them feel smart and savvy for purchasing a brand of products that is full of bargains.

Credits:
Kroger Corporate Brands Team

191 - Womo-1Womo Brand

Category: P7. Beauty
Retailer: Womo Srl
Country: Italy
Agency: CBA Italy

Project
The name Womo comes from the assonance with the word “uomo” (man) in Italian. A newborn Brand for grooming and personal care dedicated to man with the aim of restoring the masculine identity to its cardinal values: pragmatism and essentialness with the right balance between tradition and innovation.

Credits:
A. Della Corte, jr Project Manager – C. Mauri, Client Director – A. Iacopino, Designer – G. Lucci, Design Director – F. Bembo, Implementation Manager – G. Carnazza, Designer – G. Cesana, Creative Director275 - JC-Slider_Vrtx

Jenny Craig

Category: G9. Packaged Goods
Retailer: Jenny Craig
Country: United States
Agency: Brandimage

Project
Jenny Craig was seeking alignment to elevate the value perception of their food to better complement the value of their program. The design elevates the impression of freshness and dramatically improved appetite appeal by making the design food forward.

Credits:
Executive Creative Director: Don Childs
Creative Director: Patti Bresler
Designer: Jeff Raulie
Production Manager: Ree Foltz
Photo/Illustration: Schawk Photography Studio

232 - GL-CandyGood Livin’ Bagged Candy

Category: G9. Packaged Goods
Retailer: Mapco
Country: United States
Agency: Galileo Global Branding Group

Project
Good Livin’ is a brand with an architecture that was developed to compete within the fast-paced, competitive C-store environment that National Brands dominate. The monochromatic nature of this system allowed us to inject an appetite appeal that a window alone couldn’t provide for the product.

Credits:
Agency: Galileo Global Branding Group
Art Director: Craig Minella
Designer: Felix Rosales

213 - Irresistibles_SorbetsIrresistibles La Collezione Sorbets

Category: G10. Frozen
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications | Content Group

Project
Classic frozen desserts crafted in Italy, available in 3 varieties of 3 flavors each.

Differentiated through minimal design, modern and fresh, inspired by pop art style.

Strong summery color codes to stand out in the crowd.

Exotic, European graphics with a Dolce Vita inspiration!

Credits:
Creative Direction: Éric Gagnon (Metro), Dennis Benoit (St. Joseph)
Account Director (St. Joseph): Anna Agozzino
Design / Photo Direction (St. Joseph): Creeshla Hewitt
Photography: Dominique Malaterre (TILT)
Food Stylist: Guy Houde
Retouching: Shelley Knegt

208 - raleyFrozenPizza_VertexRaley’s Frozen Pizza

Category: G10. Frozen
Retailer: Raley’s
Country: United States
Agency: Galileo Global Branding Group

Project
Galileo was charged with elevating the perception of Raley’s Frozen Pizza line to become equal to or better than that of its national brand competitors.

Credits:
Agency: Galileo Global Branding Group
Art Director: Craig Minella
Designer: Jun Yang

YDR Basic CMYKSpar

Category: G9. Packaged Goods
Retailer: Spar
Country: Netherlands
Agency: Yellow Dress Retail

Project
Communicate Spar’s new positioning by using its heritage. The new private label contributes to the new positioning of Spar as the modern neighborhood shop for daily convenience. The strong private label design will contribute to the in-store focus on the Spar brands as national brand alternative

Credits:
Spar: Jan Heijn van Spaandonk – Hinde Kerremans
Photographer: Peek
Yellow Dress Retail: Michelle Wiegmans – Barbara van der Hoorn

201 - Dinda_family1Dinda

Category: G9. Packaged Goods
Retailer: Cotia
Country: Angola
Agency: Galileo Global Branding Group

Project
Dinda is an opening price point brand for the Brazilian market. The brand will also have a strong presence in Angola and other countries in Africa, and will expand to the Middle East. It was important that the brand be simple, easy to navigate, competitive, and evoke quality at a fair price.

Credits:
Agency: Galileo Global Branding Group
Art Director: Craig Minella
Designer: Felix Rosales

202 - Line-upKero Alcoholic Beverages

Category: G11. Beverages: Alcoholic
Retailer: Kero
Country: Angola
Agency: Galileo Global Branding Group

Project
Kero is Angola’s first retailer looking to develop the country’s first private label to be extended across four tiers: products accessible for all Angolans from basic commodity items to premium goods

Credits:
Agency: Galileo Global Branding Group

210 - WinnDixieOrangeJuice_AfterWinn-Dixie Orange Juice

Category: G12. Berverages : Non-Alcoholic
Retailer: Winn-Dixie
Country: United States
Agency: Galileo Global Branding Group

Project
The Winn Dixie Premium Orange Juice design utilizes graphic elements and typography styles that are reminiscent of handmade orange stand signage. It has an honest retro appeal, and the dark chalkboard style background stands out on shelf in this typically white, bright category.

Credits:
Agency: Galileo Global Branding Group
Art Director: Lee Gobbi
Designer: Tiffany Schwartz

183 - Viñas-Altas_Lambrusco1Viñas Altas Lambrusco

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

Project
Brand image for Lambrusco wine within El Corte Inglés Viñas Altas range of wines. This creation revolves around three great love stories from cinema – fraternal love, impossible love and forbidden love: Cinema Paradiso, La Dolce Vita and Roman Holiday are the inspiration behind our wines.

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

224 - Pams-Feminine-HygienePams Feminine Hygiene

Category: P5. Health Care
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd

Project
These modern, elegantly simple designs transcend the cluttered information-overload of the feminine hygiene category. Handwritten type has a distinct look and feel: eye-catching yet personal, with a gently knowing sense of humor. The designs are light, cheerful, informative and highly visible.

Credits:
Creative Director: Paula Bunny
Senior Designer: Justine Rankine
Copywriter: Justine Rankine / Annette Roper
Illustrator: Ashley Goldberg
Typographer: Jynell St James
Client – National Private Label Manager: Jocelyn McCallum

205 - moov_line_2_6x6MOOV

Category: P7. Beauty
Retailer: Eurocash
Country: United States
Agency: Galileo Global Branding Group

Project
MOOV is the lips and nails range of health and beauty products launched by Eurocash in 2014: the Kontigo cosmetic store. This is the first cosmetic store fully dedicated to polish women in the country to be launched by a retailer in Poland.

Credits:
Agency: Galileo Global Branding Group

141 - Our-Family-Shredded-Cheese-AfterOur Family Cheese

Category: G8. Fresh
Retailer: Nash Finch
Country: United States
Agency: Marketing by Design

Project
Nash Finch wanted to redesign their line of Our Family branded cheeses, which included over 100 SKUs. The creative objective was to design a package that would be faithful to the Our Family brand but unique on shelf & would be perceived as a more natural, less processed product choice for consumers.

Credits:
Creative Director: Steve Martin
Packaging Design & Standards Manager: Kari Rohde
Account Manager: Katie Locke
Designer: Kailen Eaker
Production Artist: John Costello
Jason Smith, Art Director

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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.