Vertex Awards III: Gold Winners

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

337 - VA_CDGAWARD: Gold
Club del Gourmet
PRIVATE BRAND: Club del Gourmet
RETAILER: El Corte Inglés
COUNTRY: Spain
CATEGORY: B1. New Brand
AGENCY: tridimage

BRIEF:
The packaging design for the Spanish retailer El Corte Inglés shows a contemporary look ald communicates the premiumness of their products. Club del Gourmet targets people keen on new and exciting consuming experiences and their visual identity must bring its spirit on every package.

CREDITS:

  • El Corte Inglés Corporate Private Label Brand Manager: José Antonio Rojano
  • Tridimage Account Director: Juan Carlos de Miguel
  • Tridimage Design Directors: Adriana Cortese, Virginia Gines, Hernán Braberman
  • Tridimage Project Manager: Guillermo Dufranc
  • Tridimage Design Team: Pablo Iotti, Natalia Gioiosa

456 - FT_NATURAL-RANGE_THE_CREATIVE_PACK_VERTEXAWARD: Gold
Fresh Thyme Branding & Packaging
PRIVATE BRAND: Fresh Thyme
RETAILER: Fresh Thyme
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: The Creative Pack

BRIEF:
To develop a new private brand for Fresh Thyme. The Chicago based retailer launched 300+ products in 2015-2016. The farm horizon works as a holding device for the product title, making the brand identifiable from SKU to SKU. The sky’s color changes per SKU and each product has a custom illustration.

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

344 - C3_BABU_01AWARD: Gold
C3 Hokkaido-Hamanaka Cookies
PRIVATE BRAND: C3 (C cube)
RETAILER: SUZETTE Co. Ltd.
COUNTRY: Japan
CATEGORY: B1. New Brand
AGENCY: Aizawa office

BRIEF:
Cookies using a fine butter made from high quality raw milk. A cow pattern is adopted to visualize the fresh raw milk turned to the cookie. It is in shape of a charming character using a milk bottle as a motif. When opening a box, a glass field printed inside appears to bring the feeling of a farm.

CREDITS:

  • Art director :Yukihiko Aizawa
  • Designer:Yukihiko Aizawa, Yuki Mori
  • Director : Yurie Sumiya, China Nagata

462 - PnP-FamilyAWARD: Gold
Pick n Pay Mid-Tier Design
PRIVATE BRAND: PnP
RETAILER: Pick n Pay
COUNTRY: South Africa
CATEGORY: B2. Redesigned Brand
AGENCY: Galileo Global Branding Group

BRIEF:
PnP’s mid-tier brand needed to be repositioned so that perception of quality, local production and satisfaction is most important. We created an ethical, natural and local South African mood using a claim in each product translated in the main four South African languages.

CREDITS:

  • Design: Jens Sievert
  • Executive Account: Margarida Lacerda

420 - BikhutNewRangeAWARD: Gold
Bikehut: By cyclists, for cyclists
PRIVATE BRAND: Bikehut
RETAILER: Halfords
COUNTRY: United Kingdom
CATEGORY: B2. Redesigned Brand
AGENCY: Storm Brand Design

BRIEF:
Halfords wanted to redevelop their Bikehut brand to compete with key brands in the growing cycling sector. Historically, the brand had a clinical look. However, we created an authentic and believable range that celebrates and speaks directly to the world of everyday and occasional cyclists alike.

CREDITS:

  • Glyn Robinson (Creative Director)Christopher Bee (Senior Designer), Marisa Hanks (Artworker) and Alexandra Booth (Account Manager)

402 - PETCO_Star-Wars-Collectible_01 402 - PETCO_Star-Wars-Collectible_03AWARD: Gold
Star Wars Pet Fans Collection Collectible Dog Toys
PRIVATE BRAND: Star Wars Pet Fans Collection by Petco
RETAILER: Petco and Unleashed by Petco
COUNTRY: United States
CATEGORY: B3. Licensed or Co-Brand
AGENCY: Petco Animal Supplies, Inc. In-house creative packaging team

BRIEF:
Our goal was to create standout packaging for our first in a series of Star Wars collectible dog toys. Red Luxor foil stamp and spot gloss with rainbow glitter bring iconic Star Wars light rays to life, while copy mimics the origin story, calling on rebel pets and parents to “play or display.”

CREDITS:

  • Creative Director: Lorena Rios
  • Graphic Design: Lindsey Schmal
  • Packaging Engineer: Gregory Cypser
  • Illustrator: Ben Foos
  • Production: Nicholas Possedi
  • Copywriter: Nancy Romps
  • Product Photography: OneKreate
  • Printer/Packaging Supplier: I&E Packaging, LLC
  • Manufacturer: Chewbacca and Kylo Ren: Pet Party, Captain Phasma: Jincheng

340 - Josh-Wood-image-7AWARD: Gold
Josh Wood – Guardian of Colour
PRIVATE BRAND: Josh Wood Hair Care
RETAILER: Marks & Spencer
COUNTRY: United Kingdom
CATEGORY: B3. Licensed or Co-Brand
AGENCY: DewGibbons + Partners

BRIEF:
M&S worked with stylist Josh Wood on an exclusive range for color-treated hair. With almost no marketing support, pack design was vital. Fresh, spring-like colors and restrained, clean design echo Josh’s calm, reassuring working style. Original sales value targets smashed by +285%! ROI in 2 weeks!

CREDITS:

  • Nick Vaus – Partner + Creative Director
  • Matt Taylor – Designer
  • Robin Munden – Production Manager
  • Sara Jones – Partner + Client Services Director

494 - OD-VERTEX-2016-BM-001AWARD: Gold
Special Moments
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: OD

BRIEF:
Jumbo Supermarkets offers during each holiday a wide range of products which suit the moment best. The design strengthens the idea of celebrating a special moment by using desigs and contemporary styling. The products look like presents instead of ‘just’ products.

CREDITS:

  • Rik van der Loo (Jumbo)
  • Menno Mulder (creative director, OD)
  • Jurgen de Kok (designer, OD)
  • Jessica Nielsen (illustrations)
  • Wilkins (Photography).

470 - big-spoon-icecreamAWARD: Gold
Big Spoon
PRIVATE BRAND: Big Spoon
RETAILER: ALDI
COUNTRY: Australia
CATEGORY: G10. Frozen
AGENCY: Motor Brand Design

BRIEF:
Create a new brand offering that communicates quality indulgence without the frills.

No holding back. Vibrant hues create immediate shelf appeal and easy navigation between flavour variants. Big, bold, hand-styled typography utilises onomatopoeic copy to reaffirm positioning.

CREDITS:

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

498 - OD-VERTEX-2016-WIJN-001AWARD: Gold
Wine with Character
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G11. Beverages: Alcoholic
AGENCY: OD

BRIEF:
The new designs are developed from the idea of giving a character to the wine. The excellent tastes of the wine enforce a suggestion of food, which they can be served with. The initials of the type of wine are delicately illustrated in culinary suggestions. The characters give character to the wine

CREDITS:

  • Sabine Snijders-Simons (Jumbo)
  • Iris van den Berg (Jumbo)
  • Niels Alkema (OD)
  • Anne-Marit van de Kuilen (OD)
  • Jan van der Hoeven (Illustrations)

416 - Etos-Thee_FrontAWARD: Gold
Etos tea
PRIVATE BRAND: Etos tea
RETAILER: Etos
COUNTRY: Netherlands
CATEGORY: G12. Beverages: Non-Alcoholic
AGENCY: Millford

BRIEF:
Etos is the Netherlands’ best-known drugstore. Etos wanted a high-quality product that matches a natural, healthy lifestyle and which has every right to be among the store’s wellness products. Each variant needed to clearly communicate its function, favor or mood.

CREDITS:

  • Millford: Tahir Idouri, Wendy Tönjes, Kim Kamperman, Sascha Balk, Ilvy van den Berg
  • Etos: Ingrid van Kuilenburg, Anneloes Andringa

366 - Gourmet-Coffee2AWARD: Gold
COFFEE OF THE WORLD
PRIVATE BRAND: CONTINENTE GOURMET
RETAILER: SONAEMC
COUNTRY: Portugal
CATEGORY: G12. Beverages: Non-Alcoholic
AGENCY: SONAEMC

BRIEF:
The Packaging Design is ethnical chic and it was inspired on the origin of the each reference.

Because is a gourmet coffee range the predominant color is a premium black, punctuated with colorful metallic patterns that represent each source of cafe: Blue Americas, Gold Asia, cooper Africa

CREDITS:

  • SONAEMC DESIGN TEAM

01_Continente_Cream-cheeseAWARD: Gold
Selecção Continente Cream Cheeses
PRIVATE BRAND: Selecção Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
Mainstream range: Fun and relaxed design, using vibrant colors and icons pointing to the flavor and benefits full filed with the cream cheese texture.

Premium Selection: gourmet approach, with icons based on the origins and tradition of Mediterranean flavors also with texture of cream cheese.

CREDITS:

  • Sonae MC’s internal design team

495 - OD-VERTEX-2016-POPCORN-001AWARD: Gold
Pop!
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G9. Packaged Goods
AGENCY: OD

BRIEF:
Snacking is big in the Netherlands and beside potato chips, other concept are booming. Like popcorn. Jumbo wanted to stand out with a innovative packaging which should give you a home theater experience. Using the pop-art for pop-corn finished the design.

CREDITS:

  • Sabine Snijders-Simons (Jumbo)
  • Frank van der Mei (Jumbo)
  • Niels Alkema (OD, Marleen van de Pol (OD)
  • Richard Simonse (illustrations).

391 - TOB_VertexAwards_MarqueAWARD: Gold
Woolworths The Odd Bunch
PRIVATE BRAND: Woolworths The Odd Bunch
RETAILER: Woolworths
COUNTRY: Australia
CATEGORY: G9. Packaged Goods
AGENCY: Marque Brand Consultants

BRIEF:
Born of the concern for the high volume of quality fresh produce being discarded due to minor imperfections, The Odd Bunch turns slightly misshapen, blemished produce into fun characters, engaging the customer, reassuring them of the produce quality. The result: a significant drop in wasted produce.

CREDITS:

  • Marque Brand Consultants-
  • Lead Designer: Craig Burrows
  • Account Director: Suzi Della-Pietra
  • General Manager: Kay Chrystal Lord
  • Photographer: Andrew Stavert
  • Woolworths
  • Design Specialist: Lucy Bower

 

388 - Pams-Spaghetti-Beans-GroupAWARD: Gold
Pams Baked Beans & Spaghetti
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
In a landscape of cluttered, hard-to-navigate ranges, Pams Beans and Spaghetti set out to make this family favourite comforting again. Photography depicts hearty, rustic taste inspirations, while bold typography and variant color blocks create a down-to-earth personality that pops off the shelf.

CREDITS:

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

387 - Pams-Popcorn-GroupAWARD: Gold
Pams Popcorn
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams Popcorn is filled to the brim with old-fashioned charm and the ‘popcorn promise’ of good times and sharing. A natural palette of simply-patterned papers formed the backdrop for the iconic tub silhouette, featuring handcrafted type on a unique and distinctive range.

CREDITS:

  • Creative Director: Paula Bunny
  • Senior Designer: Justine Rankine
  • Illustrator: Stephanie Baxter
  • Client – National Private Label Manager: Jocelyn McCallum

385 - Pams-Honey-GroupAWARD: Gold
Pams Honey
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams Honey has cleverly avoided printing limitations and successfully created a well-crafted, charming range! Variants feature unique botanical illustrations on creamy-golden pots with a playful busy bee signing off, creating a warm and approachable look to set Pams apart from the competition.

CREDITS:

  • Creative Director: Paula Bunny
  • Designer: Debbie Hyde
  • Illustrator: Debbie Hyde
  • Client – National Private Label Manager: Jocelyn McCallum

381 - Pams-Ice-Cream-Cones-GroupAWARD: Gold
Pams Ice Cream cones
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams set out to celebrate the ice cream cone in a fun, contemporary way evoking nostalgia for all ages. Retro product name 
typography, irresistible-looking photography and a soft palette of sweet colors sets the Pams range apart from the competition, which specifically targets young children.

CREDITS:

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

323 - Brookshires_SpicesAWARD: Gold
Brookshire Spices
PRIVATE BRAND: Brookshire
RETAILER: Brookshire
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Galileo Global Branding Group

BRIEF:
The creative goal was to appeal to foodies and culinary enthusiasts with a clean and crisp premium look.  The design accomplished this by using the slate/natural “tag” as the focal point, while keeping the Brookshire logo an equally prominent part of the architecture.

CREDITS:

  • Creative Director and Designer: Galileo Global Branding Group

457 - Yardworks_Vertex_Redesigned_BrandAWARD: Gold
Yardworks Brand Revitalization
PRIVATE BRAND: Yardworks
RETAILER: Canadian Tire
COUNTRY: Canada
CATEGORY: H15. Home Improvement
AGENCY: Jackman Reinvents

BRIEF:
The Yardworks brand packaging was completely overhauled to create a strong yet approachable concept focused on easy customer decision making. The design includes a special treatment to call out innovative product features. The result is increased sales and improved quality perception for the brand!

CREDITS:

Canadian Tire Team:

  • Anthony Wolf – AVP, Private Label Brands
  • Neema Shah – Brand Manager, Private Label brands
  • Tracy Platt – Brand Development Manager
  • Norm Green – Packaging Team Lead
  • CTR Product Development Team

Jackman Reinvents Team:

  • Brand Designer- Christian Hanson
  • Production Artist- Robert Snider
  • VP Creative Director, Brand & 360 Design- Michelle Donnelly
  • Director, Brand Planning- Raymond Ludwin

371 - Culotte_entrainement_TOUSAWARD: Gold
Personnelle Training Pants
PRIVATE BRAND: Personnelle
RETAILER: The Jean Coutu Group (PJC) Inc.
COUNTRY: Canada
CATEGORY: P5. Health Care
AGENCY: Cabana Séguin inc.

BRIEF:
House brand skus created to compete with the Canadian national brands. Designed to attract a multi-ethnic group of parents, while making it more exciting for kids to wear the product. The most important info is repeated on 4 of the 6 sides to ensure that it’s recognizable however it is stocked.

CREDITS:

  • Creative Director: Martine Gadbois
  • Art Director: Sandrine Henkinbrant
  • Graphic Designer: Stéphane Geoffrion
  • Account Manager: Andrea Lange
  • Supplier: Homéocan


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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.