Vertex Awards IV – Best of Show

We are proud to present the Vertex Award IV Best of Show winner.

This year we will host the first ever Vertex Awards Celebration. The event will be heldjust prior to the PLMA International trade show, May 15th, 2017 from 6:00-8:00 pm at the Hilton Amsterdam, Netherlands. All retailers, agencies, manufacturers and service providers are welcome to join us for this Free event.

Kyrey for Men – Male Deodorant

Best of Show & Gold
Category: P6. Body Care
Retailer: Consum
Country: Spain
Agency: Maslow

The Spanish supermarket Consum was renewing its packaging. They asked for an innovative design for male products to stand out among competitors getting the young consumers’ attention. The transformation and the new graphic code brought great sales rating and evaluations on shopping intention tests.


  • Brand Manager: Inmaculada Gómez Expósito
  • Concept: Pau Rodilla
  • Project Manager: Ana Niño
  • Art Director: Pau Rodilla
  • Designer: Jordi Escrivà
  • Illustration: Jordi Escrivà
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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.