Vertex Awards III: Bronze Winners

445 - b-loved-2b loved
PRIVATE BRAND: b loved
RETAILER: Big Lots!
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: Big Lots

BRIEF:
Create a baby brand that connects with mothers emotionally, offering best-in-class diapers, wipes and toiletries.

The solution embodies this emotional connectedness; heart to heart, the full circle of life that goes into caring and nurturing a mother’s baby. Red heart-Passion/love, Green-Nurture.

CREDITS:

  • Concept/Design: Big Lots! Own Brand Package Design Group
  • Production Art: Big Lots! Own Brand Package Design Group
  • Photography: Kreber
  • Buyers: Mark McClurg and Ashley Harple

GDN_MD_POSTER_FATempting Mediterranean Beauty Secrets
PRIVATE BRAND: Les tentations Mediterraneennes (“Mediterranean Temptations”)
RETAILER: Guardian
COUNTRY: Malaysia, Singapore
CATEGORY: B1. New Brand
AGENCY: Muse Creative

BRIEF:
Among Asian consumers, the Mediterranean is a desirable location famous for its rich culture of beauty. Les Tentations Mediterraneenes unlocks these revered beauty secrets thanks to a tempting formulation with natural local ingredients, featuring luxurious, pampering and stimulating products.

CREDITS:

  • Client lead: Elyse Lee Mee Ling, Segolene Defline
  • Design lead: Iris Lee (Muse Creative)

500 - OD-VERTEX-2016-KOEK-003Dreaming of Biscuits
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: B1. New Brand
AGENCY: OD

BRIEF:
With the good spirit of the Dutch habit in mind of serving a biscuit with coffee and tea, Jumbo had a desire to redesign the range of PL biscuits. The new designs are playful, share on the proposition of each cookie / biscuit with a touch of dreaming. Because the pleasure of eating starts before.

CREDITS:

  • Sabine Snijders-Simons (Jumbo)
  • Frank van der Mei (Jumbo)
  • Heide Boersma (OD)
  • Menno Mulder (OD)
  • Jurgen de Kok (OD)
  • Merel van Tellingen (OD)
  • Bodil Jane (Illustrations)
  • Peek Creative Images (Photography)

490 - MUNDO-VERDEMundo Verde
PRIVATE BRAND: Mundo Verde
RETAILER: Rede Brasileira de bem estar franquia de estabelecimento comerciais LTDA
COUNTRY: Brazil
CATEGORY: B1. New Brand
AGENCY: Eba Design Gráfico

BRIEF:
Healthy living and wellness.This is the concept of the new visual identity of the brand itself Mundo Verde(Green World) Selection,from Mundo Verde franchise network. With stripes in vivid colors,designating the product, appealing photos, and the exclusivity seal, packaging stand out at point of sale

CREDITS:

  • Photographer – shutterstock
  • Art Director – Igor Kenzzo
  • Brand Manager – Eloysa Maiworm, Flavia Morais, Marcelo Cavalhero
  • Agency – Eba Design

475 - Member's Mark Electronics 1Member’s Mark Electronics
PRIVATE BRAND: Member’s Mark
RETAILER: Sam’s Club
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: Rouge 24, Inc.

BRIEF:
The packaging of this totally new line features metallic inks and foils, three-dimensional effects and graphic red light energy waves for a high-tech feel. The majority of product information appears on the back of the packaging for a simple, clean and easily accessible appearance.

CREDITS:

  • Senior Brand Manager at Sam’s Club : Flemming Aase
  • Creative Director : Michael Schmidt
  • Designer : Bri Bigaouette

363 - VA_LaKidsLa Anónima Kids
PRIVATE BRAND: La Anónima Kids
RETAILER: La Anónima
COUNTRY: Argentina
CATEGORY: B1. New Brand
AGENCY: tridimage

BRIEF:
La Anónima is one of the largest retailers in Argentina. The LA KIDS package design delivers humor to attract its main target while delighting parents who make the purchase decision. Each illustrated scene gives a new meaning to the product in a playful and colorful way.

CREDITS:

  • La Anónima Private Brand Manager: María Victoria Mariani
  • Tridimage Design Directors: Adriana Cortese, Virginia Gines, Hernán Braberman
  • Tridimage Project Manager: Guillermo Dufranc
  • Tridimage Design Team: Karin Beck, Diego Jiménez
  • Illustrator: Nicolás Abatemarco

417 - Etos-Parfum_Together_2Etos perfume
PRIVATE BRAND: Etos perfume
RETAILER: Etos
COUNTRY: Netherlands
CATEGORY: B1. New Brand
AGENCY: Millford

BRIEF:
Etos’s first fragrance! Four delicious eau de toilettes, designed by a renowned perfume house and with ingredients of the highest quality. The design answers the fragrances: high quality and seduction. A gift worthy packing for a nice price!

CREDITS:

  • Millford: Tahir Idouri, Wendy Tönjes, Heidi Boersma, Sascha Balk & Ilvy van den Berg
  • Etos: Ingrid van Kuilenburg, Anneloes Andringa

PriorityPet_DieLine_v2Priority Total Pet Care
PRIVATE BRAND: Priority Total Pet Care
RETAILER: Safeway
COUNTRY: Untied States
CATEGORY: B2. Redesigned Brand
AGENCY: Trinity Brand Image

BRIEF:
We were asked to develop a new identity and design that would bring credibility, authority and shelf pop to its previously generic looking 7-category private label pet care brand. The redesigned identity is centered around a rich navy blue shield brandmark that exudes strength and seriousness.

CREDITS:

  • Creative Director: Paul Kagiwada
  • Senior Designer: Mike Johnson
  • Photographer: Mark Rogers

414 - AH_Biologische_NEWAH Biologisch
PRIVATE BRAND: AH Biologisch
RETAILER: Albert Heijn
COUNTRY: Netherlands
CATEGORY: B2. Redesigned Brand
AGENCY: Millford

BRIEF:
The redesign of puur&eerlijk to a biological brand which is accessible to a wider audience. The design connects the idea of ‘purely natural’ with the temptation of delicious flavors. The design is translated into the entire range, which consists of hundreds of honest and sustainable products.

CREDITS:

  • Millford: Tahir Idouri, Jobert van de Bovenkamp, Marco de Meijer, Wouter Stroo, Sascha Balk, Ilvy van den Berg
  • Albert Heijn: Floor Derksen, Jelka Molenaar, Mirte Huizinga
  • Photography: Studio Tobias Raymond

372 - Wellsley-Farms_AFTER1BJs Wellsley Farms
PRIVATE BRAND: Wellsley Farms
RETAILER: BJs
COUNTRY: United States
CATEGORY: B2. Redesigned Brand
AGENCY: CBX

BRIEF:
Through a massive brand consolidation effort, the new design consists of a new ID & pack design to communicate high quality sourcing. New photography, logos, fonts & other visual/narrative elements educate Members on how these products meet their needs of value, freshness, selection and quality.
CREDITS:

  • CBX

Golden Sweet CornFrozen Vegetables
PRIVATE BRAND: Kroger
RETAILER: The Kroger Co,
COUNTRY: Unites States
CATEGORY: G10. Frozen
AGENCY: The Kroger Co

BRIEF:
Refresh of the Kroger Brand in the Frozen Vegetable Category
CREDITS:

  • Kroger Corporate Brands Team

Ketchup and MustardKetchup and Mustard
PRIVATE BRAND: Kroger Brand
RETAILER: The Kroger Co,
COUNTRY: Unites States
CATEGORY: G9: Packaged Goods
AGENCY: The Kroger Co

BRIEF:
Refresh of the Kroger Brand Ketchup and Mustard category.

CREDITS:

  • Kroger Corporate Brands Team

Canned VegetablesCanned Vegetables
PRIVATE BRAND: Kroger Brand
RETAILER: The Kroger Co.
COUNTRY: Unites States
CATEGORY: G9. Packaged Goods
AGENCY: The Kroger Co

BRIEF:
Refresh of the Kroger Brand Canned Vegetable category.

CREDITS:

  • Kroger Corporate Brands Team

468 - expressi-groupExpressi Range
PRIVATE BRAND: Expressi
RETAILER: ALDI
COUNTRY: Australia
CATEGORY: B2. Redesigned Brand
AGENCY: Motor Brand Design

BRIEF:
Advances in pod technology are reflected in the Expressi revitalisation while maintaining brand recognition. Focus is shifted from product education to emotion, driving appetite appeal. Pre-existing designs are embellished with foiling, new photography and embossing to add depth.

CREDITS:

  • Design Director – Peter Cooper
  • Group Account Director – Nikki Moeschinger
  • Project Manager – Alex Sinclair
  • Brand Manager – ALDI Stores
  • Photographer – Rick Lee

411 - new Annecy-3-Bottles-Essence-copy1Annecy Mid-Tier Essence Extension
PRIVATE BRAND: Annecy
RETAILER: Mannings (Hong Kong)
COUNTRY: Hong Kong
CATEGORY: B2. Redesigned Brand
AGENCY: Passionfruit Asia Ltd.

BRIEF:
Create a better tier offering for ANNECY – higher quality, more precious, more premium than the base line. Sourced from Japan, the design is clean and premium, with modern colors and a distinctive, white bottle & dropper, connecting with Asian women seeking high performance at a good value.

CREDITS:

  • Client Lead: Ms Segolene Defline
  • Brand Management: Ms Wency Kwok/Mr. Timothy Lo
  • Project Leadership: Mr. Craig Briggs
  • Brand Strategy: NaO Design Trends
  • Graphic Design: Ms Harumi Kubo

485 - New_Way_CompoNewway
PRIVATE BRAND: Newway
RETAILER: C.I.V. Superunie B.A.
COUNTRY: Netherlands
CATEGORY: B2. Redesigned Brand
AGENCY: Yellow Dress Retail

BRIEF:
Research has shown that Superunie’s private feminine hygiene brand, Newway, needed a revamp. The old design was considered outdated, had poor variant differentiation, and was losing market share. The new packaging and logo stand out on shelf and communicate an equivalent national brand quality.
CREDITS:

  • Superunie: Janneke van der Heijden, Leonie Peters, Anouk Planting
  • Illustration: Sugarworks, Willemijn de Lint
  • Yellow Dress Retail: Barbara van der Hoorn, Lisanne Snoek

504 - MultiPaperBoxMultipurpose Paper Box
PRIVATE BRAND: Office Depot Brand
RETAILER: Office Depot Office Max
COUNTRY: United States
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: Office Depot

BRIEF:
Our new approach of quarterly promotional private brand packaging make package, messaging & the product work together, creating an engaging & feel-good experience. The design encourages the customer to re-use the pretty box after the paper is done for another purpose.

CREDITS:

  • Creative Director: Mary Sarlo Carmichael
  • Design Manager: Marjolijn Chung-Elbert
  • Senior Production Manager: Carmine Longo
  • Production Designers: Felix Muniz, Erica Englund
  • Release Artist: Terry Coffy, Rodrigo Patino & Maximus Kahng
  • Copywriter: Benjamin Lippel & Christa Sands
  • Print Management: Sharon Gross & James Dobos
  • Program Manager: Casey Makel

436 - Metro-IR-FrozenTreatsIrresistibles Frozen Treats
PRIVATE BRAND: Irresistibles
RETAILER: Metro
COUNTRY: Canada
CATEGORY: G10. Frozen
AGENCY: St Joseph Communications

BRIEF:
Visual cues of artisanal craft and quality ingredients target adults seeking an exceptional experience beyond everyday frozen treats. The presentations highlight the products’ premium appeal and set a new standard for the category.

CREDITS:

  • Design and Branding Creative Direction at Metro: Eric Gagnon
  • Agency: St. Joseph Communications Content Group
  • Designer (St. Joseph): Creeshla Hewitt
  • Creative Director (St. Joseph): Dennis Benoit
  • Photographer: TILT
  • Prepress: SGS International
  • Supplier: Aliments Lebel

330 - MBD_WinCoFoods_PetFood_FWinCo Foods Pet Food
PRIVATE BRAND: WinCo Foods
RETAILER: WinCo Foods
COUNTRY: Untied States
CATEGORY: G13. Pet Products: food and accessories
AGENCY: Marketing by Design

BRIEF:
Proving the elasticity of the new WinCo brand, this range of Pet Foods is driven by a concise claim hierarchy, multiple on-shelf display possibilities, and did we mention a bunch of cute cats and dogs?

CREDITS:

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

404- PETCO_Imagitarium_02Imagitarium Products
PRIVATE BRAND: Imagitarium
RETAILER: Petco
COUNTRY: United States
CATEGORY: G13. Pet Products: food and accessories
AGENCY: Petco

BRIEF:
Our goal was to illuminate the beauty of aquariums and terrariums, using blues for aquariums and yellows/oranges for terrariums. Product sits center stage with a sun’s rays shining through it, which has a dream-like effect. Copy is playful and informative on side and back panels.

CREDITS:

  • Agency: Petco Animal Supplies, Inc. In-house creative packaging team
  • Creative Director: Lorena Rios
  • Graphic Design: Lindsey Schmal
  • Production: Joe Beland
  • Copywriter: Lauren Ventura and Jackie Hade
  • Photography: OneKreate
  • Product photography: OneKreate
  • Manufacturers/Packaging Suppliers: Aquariums: Kollercraft, Moss: Shanghai Grandware, Reptile Clippers: Engreat

380 - Topco_SweetPs_PiesSweet P’s Ready-To-Eat Pies
PRIVATE BRAND: Sweet P’s Bake Shop
RETAILER: Topco Associates
COUNTRY: Untied States
CATEGORY: G8. Fresh
AGENCY: Topco Associates

BRIEF:
Went from basic, unprinted carton, to something incorporated into members’ bakery brand Sweet P’s Bake Shop. Designed to drive awareness from 10ft away, targeting impulse buys from the deli line. Scalloped window frames product, kraft paper evokes bakery/farmers’ market feel.

CREDITS:

  • Creative Director: Shelbi Sturges
  • Designer(s): Shelbi Sturges; Kathy Kolba
  • Production: Neil Lorentzen
  • Brand Manager : Katie Kraus

463 - Siwa-Cheeses-1SIWA Cheeses
PRIVATE BRAND: SIWA
RETAILER: Suomen Lähikauppa
COUNTRY: Finland
CATEGORY: G8. Fresh
AGENCY: Galileo Global Branding Group

BRIEF:
Market trends & product features combine to create a different concept for each cheese – resulting in variety on shelf for the small neighborhood stores. Each concept is driven from the product characteristics, origin, taste or way to consume. Result is 17 similar cheeses with different designs.

CREDITS:

  • Creative Direction: Jens Sievert
  • Design: Ines Batista
  • Project Manager: Margarida Lacerda

458 - BRANDHOUSE_FRESH_SOUP2Fresh Soup
PRIVATE BRAND: ASDA Supermarket
PRIVATE BRAND: ASDA Supermarket
COUNTRY: United Kingdom
CATEGORY: G8. Fresh
AGENCY: Brandhouse

BRIEF:
Create a range that appeals to two very different audiences – the traditionalist who will buy the same thing week after week and the adventurous who’s willing to try something new and a bit different. A restricted print process meant the illustrations had to work hard to communicate freshness.

CREDITS:

  • Designer – Khrissie Farrands and Sadia Roberts
  • Creative Director – Gavin Greenhalf
  • Account Director – Amy Casey

316 - WEG_AppleSauce_300dpi_RGBWegmans Apple Sauce Pouches
PRIVATE BRAND: Wegmans Food You Feel Good About
RETAILER: Wegmans
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Strategia Design

BRIEF:
Each element on the package evokes a sense of fun, mixing photography (real fruit product) and illustration with gestural strokes on a textural background. The product structure is positioned toward the active child on-the-go with 3 delicious flavors.

CREDITS:

  • Deborah Ginsburg
  • Candy Piemonte
  • Kurt Scaggs
  • Dave Harrington
  • Kerry Smyth
  • Tracy Price

425 - Metro-IR-BBQ-SaucesIrresistibles BBQ Sauces & Marinades
PRIVATE BRAND: Irresistibles
RETAILER: Metro
COUNTRY: Canada
CATEGORY: G9. Packaged Goods
AGENCY: St. Joseph Communications

BRIEF:
We differentiate Irresistibles with a new line of flavor-intense marinades and grilling sauces that consumers can use to create unique food experiences. Bold designs featuring colour-coded woodblock style typography on contemporary rustic backgrounds communicate the bold flavor profiles.

CREDITS:

  • Design and Branding Creative Direction at Metro: Eric Gagnon
    Agency: St. Joseph Communications Content Group
    Designer (St. Joseph): Creeshla Hewitt
    Creative Director (St. Joseph): Dennis Benoit
    Illustrations: Gary Bullock
    Prepress: SGS International
    Supplier: ED Smith Foods

ICA Special, Miljöbild, Säsongskatalog Vår/Sommar 2014 Sailor Inreda Sortiment Köksartiklar Särö 586973 EAN: 7331210108662 586964 EAN: 7331210108679 568566 EAN: 7331210109041 REKDVA1508

ICA Nuts
PRIVATE BRAND: Le Snack
RETAILER: ICA Norway
COUNTRY:
CATEGORY: G9. Packaged Goods
AGENCY: Galileo Global Branding

BRIEF:
An assortment of snacks for the grab and go section. The idea was to create a simple and direct design with a good quality perception.

CREDITS:

  • Design: Sigbjorn Gjennestad

Sanacks1Appetisers for everyone
PRIVATE BRAND: CONTINENTE
RETAILER: SONAEMC
COUNTRY: Portugal
CATEGORY: G9. Packaged Goods
AGENCY: SONAEMC

BRIEF:
The Packaging Design is clean and done with the use of sketch lines, turning them into a cartoon drawing with an unique language. The different sketches for each flavour give a story to the product on the shelf.

Each reference presents a different scene.

CREDITS:

  • SONAEMC DESIGN TEAM

499 - OD-VERTEX-2016-VITA-002Jumbo Vitamins
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: P5. Health Care
AGENCY : OD

BRIEF:
Jumbo has a desire to be of service for its customers in any segment. The new range of health products contain a assortment of vitamins. The design is typical Jumbo-style and it is the essence of the products itself. The bright colors, clear hierarchy and medicinal elements ensure the benefits.

CREDITS:

  • Frank van der Mei (Jumbo)
  • Jurgen de Kok (OD)
  • Frederieke van Leeuwen (OD)
  • Rolf de Bakker (image manipulation).

370 - MYLBaby1BABY WORLD AND DREAM
PRIVATE BRAND: MYLABEL
RETAILER: SONAEMC
COUNTRY: Portugal
CATEGORY: P6. Body Care
AGENCY: SONAEMC

BRIEF:
Dreaming begins!

We divide the range in two designs, baby world and baby dream. Baby world use bright colours and animals and suits daily use baby products.

Baby dream is mainly lilac colour with sleeping animals and is a range of produts with calming agents that help the baby to sleep.

CREDITS:

  • SONAEMC DESIGN TEAM

Roundys - KettleAfterRoundy’s
PRIVATE BRAND: Roundy’s
RETAILER: Roundy’s
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Equator Design

BRIEF:
Create a private brand to live the same brand message as retail space. Inject creativity, personality and clear point of difference from national brand. Solution: create packaging as good as the food tastes and strong flexible identity, so products reflect each category and speak with personality.

CREDITS:

Tortilla Chips

  • Designer: Martin Orme
  • Creative Director: Jennifer Gaeto
  • Account Manager: Bridget Lehrke

Potato Chips:

  • Designer: Brett Anderson
  • CD: Jennifer Gaeto
  • AM: Bridget Lehrke

Kettle Chips:

  • Designer: Martin Orme
  • Creative Director: Michael Duffy
  • Account Manager: Bridget Lehrke


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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.