Vertex Judges 3In naming the third annual Vertex Awards judging panel, we have expanded the international voice, we have added judges from South Africa and Europe to expand the global perspective of the judging panel and added our first retailer as judge. We have searched out design luminaries from eight countries and tasked them with holding entrants to a higher standard for private brand design. “Every year we strive to bring together the creative dream team of packaging design. Several of last year’s winners agreed to come back this year as judges.

Judges for this years competition include:

Vertex Judges_0000_Rick Barrack Rick Barrack, Chief Creative Officer & Managing Partner, CBX
New York, United StatesBarrack has twenty years experience in consumer and retail branding, and is the creative vision behind U by Kotex and the rebranding of Duane Reade’s private label portfolio.
Vertex Judges_0001_Maggie Bean Maggie Bean, Creative Lead, Theory House
North Carolina, United StatesThe former principal of Karro Bean Design House, she has 20 years of creative development and strategy experience. She has worked on projects for The Fresh Market, Food Lion, Ahold, Office Depot,and Ace Hardware. She strives to bring fresh creativity to everything she works on.
Paula Bunny BIO pic b+w Paula Bunny, Creative Director, Brother Design
Auckland, New ZealandPrior to returning to New Zealand to manage the Foodstuffs New Zealand’s Pams brand, Bunny crafted private brand design for global companies including Johnson & Johnson, Gillette, and Kraft Foods. Bunny was awarded 2013 Vertex Best of Show for Pams Flour, and Vertex Gold Awards for Pams Premium Ice Cream, Pams Milk and Butter and Pams Baby.
Vertex Judges_0003_Don Childs Don Childs, SVP, Executive Creative Director, Brandimage
Cincinnati, Ohio United StatesWith nearly 25 years of experience, Childs has created award-winning, category-changing design, earning nearly 200 awards for his design, including two gold CLIOs. He believes design doesn’t just create value, but shapes culture and impacts lives.
Vertex Judges_0004_Maria Dubuc Maria Dubuc, Director, MBD; Vice President, Big Red Rooster
Massachusetts, United StatesA 25 year pioneer in creative management, Dubuc’s key talent is to combine a career’s worth of branding experience into something personal and unique for each and every client. Smart & Final, The Home Depot, WinCo Foods and PriceSmart are among the retailer programs she currently runs.
Vertex Judges_0005_Massanori Eto Masanori Eto, Creative Director, AdBrain, Inc.
Tokyo, JapanA board member of the Japan Package Design Association, Eto has over 25 years of package design and advertising experience. His designs have been recognized nationally in Japan and globally. He has also served on jury of the A’Design awards and competition (2014), Japan Package Design Award (2014) and The Dieline Awards(2015).
Vertex Judges_0006_Ruth Galloway Ruth Galloway, Creative Director, Marque Brand Consultants
Sydney, AustraliaRuth Galloway is an award-winning designer with over 17 years experience in brand and brand packaging design. Having helped shaped and define some of the worlds leading and most iconic companies, in 2007 she co-founded We are Him+Her, a London based creative agency focused on building brands and positioning them for success through strong strategic thinking and beautiful packaging solutions, building an impressive global and local client list including the likes of Unilever and Tesco. After the 2013 acquisition of the company, she relocated to Sydney and joined Marque as Creative Director in 2014 where her extensive experience, intuitive sympathy for the retail shopper, and enthusiasm for the changing retail landscape help guide Marque and Woolworths on a continued path to success.
Paco Adin-BW Paco Adin
Creative Director Supperstudio
Madrid, SpainDegree in Advertising at the University of the Basque Country UPV / EHU, completed his training with a Masters of Marketing at the Faculty of Economics and Business Administration from the UPV / EHU, and a Master in Graphic Design at the Faculty of Arts at the UPV / EHU and Advanced Course in Social Networks ESIC. Since beginning his career 20 years ago, he has always been associated with the branding and the packaging design. In 2003 creates Supperstudio, Branding & Contemporary Solutions Agency. He is the partner and the Creative director. Awards including the Vertex Awards, D&AD Awards, Pentawards, Laus, Sol, Best Pack….He currently teaches in the Master of Marketing of the Faculty of Economics and Business in Bilbao
Vertex Judges_0008_Loe Limpens Loe Limpens, Managing Partner, Yellow Dress Retail
Amsterdam, NetherlandsLimpens studied Fashion design at the Academy of Applied Arts in Maastricht, Netherlands, and Design Management in Rotterdam, Netherlands. For twenty years he has been working for Private Label manufacturers, design agencies and leading retailers. He has experience in the creative and strategic side of Private Label packaging and is a leading expert in retail design. He is co-author of “Private Label Uncovered”, a 2011 released overview of major Retail Brands developments.
Vertex Judges_0009_Angelo Morano Angelo Morano, Designer/Art Director, Morano Design
Toronto, CanadaMorano is an award-winning registered graphic designer and principal of Morano Design. With over 15 years of experience, he brings passion and modern design sensibility to his product packaging and brand identity projects. He has managed two of Canada’s most recognized private brands: JOE FRESH and President’s Choice.
Vertex Judges_0010_Glenn Pfieffer Glenn Pfeifer, Executive Creative Director/General Manager, Galileo Global Branding Group,
Connecticut, United StatesGlenn Pfeifer has been building, creating, launching and marketing private brands for retailers and manufacturers all over the world for 20+ years. He has held a variety of different roles at Daymon Worldwide, and is currently in charge of their internal branding/packaging group, Galileo.Prior to joining Daymon, Glenn’s career spanned multiple agencies – small and large – working on branding, advertising, marketing and sales promotion from both the creative and account leadership sides.

“The Vertex awards represent some of the best private brand design in the food, drug, mass and specialty channels – and it is an honor to continue serving on the judging committee.”

alan Headshot 2015 - BW Alan Chaitel
Chared Private Label Lead, Massmart/Walmart
South AfricaAlan currently leads Massmart/Walmart’s Group private label department in South Africa and Africa. Prior to Walmart, Alan spent 12 years running his own brand strategy and packaging consultancy business. Alan has earned his Masters of Business Admiration from De MontFort University with distinction on his thesis ‘The value of packaging design in building brand equity’.Alan recently earned top recognition for creative concept and execution for “The Rise of Super Heroes and their Impact on Pop Culture” global course. July, 2015. Smithsonian Institution.
Vertex Judges_0012_Fred Richards Fred Richards, CCO & Partner, Kaleidoscope
Chicago, United StatesRichards has over 20 years of creative experience in branding and design, with MLR Chicago, FutureBrand, Interbrand and The Brand Union. He has led creative development initiatives for clients including P&G, Bayer, Wrigley and Unilever.
Vertex Judges_0014_Zhou Wen ZHOU Wenjun, Founder, Creative Director & Architect, 524 Studio
ChinaWenjun is a Cube-awarded member of the Art Directors Club, and focuses on product design, art and photography. His work has earned numerous awards including, One Show Design Pencil, Red Dot, Cannes Lions and HKDA Global Design. His work has been published and exhibited globally.
Vertex Judges_0015_Adrian Whitefoord Adrian Whitefoord, Co-founder, Pemberton & Whitefoord (P&W),
London, EnglandWhitefoord believes the best design requires a combination of emotion and logic. Pemberton and Whitefoord clients include Tesco, Nestlé, Starbucks and Seicomart.

Open to retail owned brands worldwide in any trade channel, the Vertex Awards encourage retailers, agencies, consultants, graphic design firms, manufacturers and brokers to submit their Private Brand entries.

Winning work will be honored in March on the competition website, in Global Retail Brands’ March print issue, on My Private Brand’s website, www.myprivatebrand.com, and on the Global Retail Brands‘ website, www.globalretailmag.com. In addition, all winning entries will appear in a book to be available on Amazon.

Entries are $149 and will be accepted through January 31, 2016.


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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.