Vertex Awards III: Silver Winners

The following are the Silver Vertex Winners for the third annual competition.

455 - FT_ORGANIC-RANGE_THE_CREATIVE_PACK_VERTEXAWARD: Silver
Fresh Thyme ORGANIC Branding & Packaging
PRIVATE BRAND: Fresh Thyme
RETAILER: Fresh Thyme
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: The Creative Pack

BRIEF:
To develop an Organic tier of private brand for Fresh Thyme. The Organic products use the same farm horizon design as the Standard products, but with a green color scheme. This design also uses a green version of the logo with the word ‘Organic’ set in white to maximize differentiation on shelf.

CREDITS:

  • Director of Private Brand: Robin VanDenabeele
  • Creative Director: Danielle Beal
  • Designers & Illustrators: Heather Varano, Paola Ip, Corey Czer, Mark Whyte
  • Project Management: Fern Serna

310 - HG-Premium-Tomatoes_smAWARD: Silver
Harmons Premium
PRIVATE BRAND: Harmons Premium
RETAILER: Harmons Grocery
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: Mighty Fudge Studios

BRIEF:
We designed a versatile design architecture for Harmons premium tier. The design is flexible & works on a diverse group of products & package formats. With limited budgets, we developed a dynamic shelf block with stock photography without compromising the premium look & quality of the product line.

CREDITS:

  • Kimberly Mallek, Art Director
  • Michael Miller, Designer
  • Ava Gretzinger, Designer
  • Julia Reck, Designer
  • Tara Haynie, Marketing Director
  • Sarah Adams, Marketing Manager
  • Gordan Welch, Sales Director Private Label

379 - Berkley-Jensen_AFTER2AWARD: Silver
BJs Berkley Jensen
PRIVATE BRAND: Berkley Jensen
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 beneficial features of each product. New photography, logos, fonts & other visual/narrative elements educate Members on how these products meet their needs of value, selection and quality.

CREDITS:

  • CBX

Lucerne_GraphisAWARD: Silver
Lucerne Dairy Farms
PRIVATE BRAND: Lucerne Dairy Farms
RETAILER: Safeway
COUNTRY: United States
CATEGORY: B2. Redesigned Brand
AGENCY: Trinity Brand Group

BRIEF:
We were tasked to create a timeless and relevant look for its fragmented private label dairy brand. The new packaging would need to be iconic yet flexible enough to create a memorable brand impression across the 475 skus and 20 categories it spans.

CREDITS:

  • Creative Director: Paul Kagiwada
  • Senior Designer: Michael A. Johnson
  • Photographer: Mark Rogers

502 - Candy-Paper2AWARD: Silver
Candy Stripes Color Paper
PRIVATE BRAND: Office Depot Brand
RETAILER: Office Depot Office Max
COUNTRY: United States
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: Office Depot Inc. – Private Brand Creative

BRIEF:
Our new approach of quarterly promotional private brand packaging makes package, messaging & the product work together, creating an engaging & feel-good experience. The bright paper colors get a fun holiday look in a holiday candy boutique inspired design and sweet color names.

CREDITS:

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

403 - PETCO_2015-Bootique_04AWARD: Silver
Bootique Halloween Shop
PRIVATE BRAND: Bootique
RETAILER: Petco and Unleashed by Petco
COUNTRY: Netherlands
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: Petco Animal Supplies, Inc. In-house creative packaging team

BRIEF:
Bootique is our Halloween seasonal shop that sells pet costumes, accessories and toys. Our goal was to delight customers with exaggerated colors, and Day of the Dead-themed elements. Each product has a playful, Halloween-inspired name to get pet parents in the spirit of the holiday!

CREDITS:

  • Creative Director: Lorena Rios
  • Graphic Design: Lindsey Schmal
  • Production: Lindsey Schmal and Nicholas Possedi
  • Copywriter: Lauren Ventura
  • Product photography: OneKreate
  • Printer/Packaging Supplier: Fenghua Sinso Paper Products Manufacturing Co.,Ltd
  • Manufacturers: Plush Toys and Dog Costumes: Pet Party, Light-up Toy: Sincere, Cat Costumes: Taiwan AiDi, Dog Treats: Foppers

496 - OD-VERTEX-2016-DIEPVRIES-001AWARD: Silver
Fresh Frozen vegetables
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G10. Frozen
AGENCY: OD

BRIEF:
Frozen goods are not only very convenient, products like vegetables are extremely healthy when the are harvested and frozen directly. The new design for the frozen veggies reflect a fresh pack by using information for credibility combined with outstanding fresh photography.

CREDITS:

  • Frank van der Mei (Jumbo)
  • Niels Alkema (OD)
  • Marleen van de Pol (OD)
  • Wilkins (Photography)

471 - Little-Spoon copyAWARD: Silver
Little Spoon
PRIVATE BRAND: Little Spoon
RETAILER: ALDI
COUNTRY: Australia
CATEGORY: G10. Frozen
AGENCY: Motor Brand Design

BRIEF:
The product offers a clean, fresh and healthier indulgence with a pleasing minimalist design that effortlessly stands out in the freezer. The packs lend cues from interior design trends, with tonal patterning to keep the message fun. Balance, a key factor in healthy indulgence, is emphasized.

CREDITS:

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

454 - FT_FROZEN-PIZZA_THE_CREATIVE_PACK_VERTEXAWARD: Silver
Fresh Thyme Frozen Pizzas
PRIVATE BRAND: Fresh Thyme
RETAILER: Fresh Thyme
COUNTRY: United States
CATEGORY: G10. Frozen
AGENCY: The Creative Pack

BRIEF:
To create packaging for a range of Italian imported frozen pizzas that follows the established brand guidelines. Using a specific flat illustration-style to depict delicious, appetizing pizza was challenging but now helps the range stand out from a crowd of photographic solutions.

CREDITS:

  • Director of Private Brand: Robin VanDenabeele
  • Creative Director: Danielle Beal
  • Designers & Illustrators: Heather Varano, Mark Whyte
  • Project Management: Fern Serna

338 - Gestus_Aebleskiver-20-stk_Front-1AWARD: Silver
Gestus Æbleskiver
PRIVATE BRAND: Gestus
RETAILER: Dagrofa
COUNTRY: Denmark
CATEGORY: G10. Frozen
AGENCY: Kontrapunkt

BRIEF:
The client asked for a unique packaging design for their traditional Danish round danish pancakes – ”æbleskiver”. The design is inspired by the jovial spirit of home comfort and recipe books, through playful, circular design elements, a vibrant color scheme and a lively and inviting photo style.

CREDITS:

  • Brand Manager: Pernille Kiss Larsen
  • Project Manager: Ann Holm Pedersen
  • Designer and photographer: Martin Højer Kofod
  • Illustration: Sophia Schack Axelsen
  • Food styling and artwork: Ditte Sondej

419 - coffee-beans-group1AWARD: Silver
M 100% Pure Arabica Single Origin Coffee
PRIVATE BRAND: M
RETAILER: Makro
COUNTRY: South Africa
CATEGORY: G12. Beverages: Non-Alcoholic
AGENCY: Daymon Worldwide

BRIEF:
Coffee is a trendy category, and artisan packaging is breaking new ground. Daymon Worldwide is proud to present M Coffee, a select range of 100% Arabica, single origin coffees, available in ground and beans. Daymon went back to coffee’s origins, by incorporating a more ethnic feel on the packaging.

CREDITS:

  • Francesca Civico – M Brand Manager, Daymon Worldwide
  • Andre Lombard – Head of Design: Daymon Worldwide Massmart Account

461 - PnP-Fresh-LineupAWARD: Silver
Pick n Pay Fresh Design
PRIVATE BRAND: PnP
RETAILER: Pick n Pay
COUNTRY: South Africa
CATEGORY: G8. Fresh
AGENCY: Galileo Global Branding Group

BRIEF:
The challenge was to drive PnP’s mid-tier brand to a new positioning where the perception of quality, local production and satisfaction is most important. We created an ethnical, natural and local mood, with vivid colors, to connect the consumer to a South African mood using a claim in 4 languages.

CREDITS:

  • Design: Sigbjorn Gjennestad
  • Illustrations: Aleksandra Szmak / Jens Sievert
  • Account Executive: Margarida Lacerda / Inês Santos

451 - Sobeys-Chuck-BurgersAWARD: Silver
Sobeys Chuck Burgers
PRIVATE BRAND: Sobeys
RETAILER: Sobeys
COUNTRY: Canada
CATEGORY: G8. Fresh
AGENCY: Fish out of Water Design

BRIEF:
Launching a premium, fresh pre-made burger program to drive trail and habitual purchase. Craft paper background emphasizes the freshness by evoking trustworthy family approach, silhouettes of the animals allow for easy recognition and SKU differentiation. Sleeve format provides product visibility.

CREDITS:

  • Brand Manager: Bonnie McCrone
  • Art Director: Charlene Codner
  • Designer: Janet New
  • Account Supervisor: Jennifer Harvey
  • Production Manager: Todd Monk

415 - AH-Droge-Worst_Detail3AWARD: Silver
AH Excellent dry sausages
PRIVATE BRAND: AH Excellent dry sausages
RETAILER: Albert Heijn
COUNTRY: Netherlands
CATEGORY: G8. Fresh
AGENCY: Millford

BRIEF:
The handdrawn illustrations, give the sausages a personal style, and bring two crafts together. The end result is a range of delicious sausages with a traditional, surprising and unique label. A nice example where product packaging concept and design go hand in hand and reinforce each other.

CREDITS:

  • Millford: Jobert van de Bovenkamp, Sascha Balk
  • Albert Heijn: Joost van Haasteren
  • Illustrator: Fred van Deelen

399 - 03_Continente_Ervas-Aromu00e1ticasAWARD: Silver
Continente Fresh Herbs in a Pot
PRIVATE BRAND: Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
A new range of aromatic fresh herbs in pots with a romantic garden packaging concept noted by the kraft wrap with embroideries; the strong and colorful product name identification and the hand-made block typography. Tied around the pot there are a tags with the caring and keeping instructions.

CREDITS:

  • Sonae MC’s internal design team

398 - 01_Continente-Sliced-Bread-RangeAWARD: Silver
Continente Sliced Bread Range
PRIVATE BRAND: Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
A sliced bread range with solid colors to differentiate the products and dialog boxes to apply the direct speech in a short and smart way to naming and praising the product’s attributes: “The Classic – Love at first bite”. The transparency in the front and basis was achieved in a sliced-type way.

CREDITS:

  • Sonae MC’s internal design team

396 - 04_Seleccao_Continente_The-breedu2019s-flavorAWARD: Silver
Selecção Continente “The breed’s flavor”
PRIVATE BRAND: Selecção Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
A superior range of meat products with an attractive packaging that makes the consumers connect whit the breeds and its origin. We use a cardboard sleeve packaging and developed a graphic concept based on a black background and a distinctive photograph of each breed animal in the foreground.

CREDITS:

  • Sonae MC’s internal design team

389 - MB_VertexAwards_MarqueAWARD: Silver
Woolworths Delicious Nutritious with Michelle Bridges
PRIVATE BRAND: Woolworths Delicious Nutritious with Michelle Bridges
RETAILER: Woolworths
COUNTRY: Australia
CATEGORY: G8. Fresh
AGENCY: Marque Brand Consultants

BRIEF:
Woolworths worked with Australian celebrity Personal Trainer, Michelle Bridges, to develop a new range of frozen ready meals. The design reflects the brand proposition – genuine balanced nutrition from quality fresh ingredients. The result: category is growing steadily, and attracting new customers.

CREDITS:

  • Marque Brand Consultants
  • Lead Designer: Craig Burrows
  • Creative Director: Dan Bray
  • Account Manager: Mariella Menato
  • General Manager: Kay Chrystal-Lord
  • Photographer: Andrew Stenvert
  • Stylist: Sunny Kang
  • Woolworths Design Specialist: Ashleigh Fedele

450 - Sensations-Olive-OilAWARD: Silver
Sensations by Compliments Chilean Olive Oil
PRIVATE BRAND: Sensations by Compliments
RETAILER: Sobeys
COUNTRY: Canada
CATEGORY: G9. Packaged Goods
AGENCY: Fish out of Water Design

BRIEF:
To grow awareness, convey the premium quality and inspire trial of the Chilean olive oil. Design uses a clear label for clean look on shelf, has stylized product naming, short romance copy for easy understanding of the product without clutter. Simple line illustration aids in recognition.

CREDITS:

  • Brand Manager: Bonnie McCrone
  • Art Director: Charlene Codner
  • Account Supervisor: Jennifer Harvey
  • Production Manager: Todd Monk

443 - Compliments-LiquoriceAWARD: Silver
Compliments Licorice
PRIVATE BRAND: Compliments
RETAILER: Sobeys
COUNTRY: Canada
CATEGORY: G9. Packaged Goods
AGENCY: Fish out of Water Design

BRIEF:
Introduce Compliments Licorices to compete with national brands in taste and quality and take market share. Designed to appeal to children & adults using bright, energetic patterns. Unique, fun, illustrations pop the product from the line up, draws the eye to the product window and appeal to kids.

CREDITS:

  • Brand Manager: Bonnie McCrone
  • Art Director: Charlene Codner
  • Designer: Alice Krechowicz
  • Illustrator: Tim Murray
  • Account Supervisor: Jennifer Harvey
  • Production Manager: Todd Monk

384 - Pams-Snacking-Nuts-GroupAWARD: Silver
Pams Snacking Nuts
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams Snacking Nuts needed stand-out and credibility against two main nature-focused competitors. The solution took rich taste cues up a notch, while retaining the brands’ down-to-earth honesty. Modern black packs, delicious photography & hand-painted type created a ‘no fuss’, contemporary design.

CREDITS:

  • Creative Director: Paula Bunny
  • Designer: Paula Bunny
  • Photographer: Shaun Cato – Cato Photography
  • Food Stylist: Jo Wilcox – Silverspoon
  • Client – National Private Label Manager: Jocelyn McCallum

321 - Just_MapleSyrupAWARD: Silver
Fresh Direct, Just Maple Syrup
PRIVATE BRAND: Just
RETAILER: Fresh Direct
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Galileo Global Branding Group

BRIEF:
This design has a special, ownable and artisan feel. The hand-rendered typography speaks to the attention to detail in creating this product. The coloration and design elements will standout in the unique shopping environment and speak to an authentic, special product.

CREDITS:

  • Creative Director: Lee Gobbi
  • Designer: Tiffany London

427 - Metro_IR_Tissues_01AWARD: Silver
Irresistibles Facial Tissues
PRIVATE BRAND: Irresistibles
RETAILER: Metro
COUNTRY: Canada
CATEGORY: P5. Health Care
AGENCY: St. Joseph Communications

BRIEF:
To position Irresistibles premium facial tissues as elevated decor accents, in line with fashion colors and home décor trends for the coming year. The upmarket designs feature illustrations by international artists, expressing joyful contemporary sophistication, crafted to appeal from any angle.

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
  • Illustration: Nathalie Taylor, Patricia Pino
  • Prepress: SGS International
  • Supplier: Kruger Products L.P.


Facebooktwittergoogle_plusredditpinterestlinkedinmail
Previous articleThe Vertex Winners Are…
Next articleVertex Awards III: Gold Winners
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.