The 2014 Vertex Award Winners Announced

The response to this year’s Vertex Awards was overwhelming with more than 250 entries from 21 countries and 55 retailers. This year’s winners included the first ever entrants from Asia and Africa joining a truly global list of entrants from Angola, Australia, Brazil, Canada, China, Denmark, Hong Kong, Italy, Malaysia, the Middle East, The Netherlands, New Zealand, Poland, Portugal, Singapore, Spain, Taiwan, the United Kingdom and the United States.

We saw exciting growth in the New Brand, Brand Redesign and Packaged Goods categories as well as in the Licensed or Co-Brand, Beverages: Alcoholic, Pet Products, Home Décor, Entertainment and Health Care categories.

Take a look and you will discover outstanding design from all around the world. Retailers are playing to win and creating compelling customer-focused brands.

In particular, we would like to congratulate the overall Best in Show winner Eroski and their agency, Supperstudio, both hailing from Spain. Their work proves that great Retail Brands are engaging, entertaining and truly special. We also call your attention to our Publisher’s Choice, the stunning redesign of Mannings-Guardian’s Distilled Water by Passionfruit, Hong Kong.




We would like to thank our esteemed panel of design experts from around the world who took their charge to heart and devoted their time and energy to selecting the best of the best: Rick Barrack, Maggie Bean, Paula Bunny, Don Childs, Maria Dubuc, Masanori Eto, Ruth Galloway, Jean-Pierre Lacroix, Loe Limpens, Angelo Morano, Glenn Pfiefer, Gustavo Piqueira, Fred Richards, Kevin Shaw, Zhou Wenjun and Adrian Whitefoord.

Qualifying designs must have been introduced in-store between November 2013 and November 2014. Judges scored each entry on five criteria: design, information architecture, originality, structure, and x-factor. An overall numeric score was then assigned to each entry. Gold, Silver and Bronze Awards were awarded based on the numeric score, as a result, there are some multiple winners at a given level.

The scoring system was developed to reward the best Private Brand package design in the world, not mediocrity. To protect the integrity of the process, judges were not allowed to vote on work by their own agency. All voting was done online and votes were collected and tabulated independently, by VOCCII.

This competition has been a labor of love. We know you will find inspiration in the winners and we hope to see your entry next year.

Thank You

Christopher Durham
Founder, My Private Brand
VP of Retail Brands Theory House

Phillip Russo
Founder, Global Retail Brands
Principal, Kent Media



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

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

Creative Director: Paco Adín
Account Director: Lourdes Morillas


249 - Mannings_11HEALTH-LED WATER

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

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.

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

249 - mannings

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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.