Call for Entries The 3rd Annual Vertex Awards


The 3rd Annual Vertex Awards competition opens for entries November 15th. This year’s edition builds off of last year’s phenomenally successful edition that featured more than 250 entries from 21 countries and 55 retailers. With 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.

The Vertex Awards are the only global competition devoted exclusively to the art of Private Brand package design. The awards are judged by a highly esteemed panel of industry experts from around the world, and awarded based on Creativity, Marketability, and Innovation. The awards were created by Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House and Phil Russo the publisher of Global Retail Brands.

Open to retailer owned private brands worldwide and all trade channels, the Vertex Awards accepts design entries introduced in-store between November 2014 and November 2015. Points are awarded for design, information architecture, originality, structure, and x-factor.

Co-Founder Phil Russo, Publisher, Global Retail Brands Magazine and I are excited about adding two new categories: Conceptual Work and Student both of which give the design community the chance to imagine what private brands could be.

Because of the mandatory point requirements for each level, it’s possible to have more than one Gold Level winner in a category, but not have anyone qualify for a Silver, we believe this is the way to reward outstanding design while ensuring mediocre designs don’t win by default the way they would in a First, Second, Third Place competition.

At the end of the day, this competition is about turning private label design on its ear. Last year’s winners really set the bar, showing the world fantastic store brand packaging does exist. We’re excited to see what the entries will bring this year.

Entries will be accepted beginning today, through January 31,2015. The entry fee is $149 per entry. Complete information and entry forms can be found at


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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.