Vertex Awards IV: Gold Winners

SIMPLICITY

Category: P6. Body Care
Retailer: SIMPLICITY
Country: Argentina
Agency: tridimage

Summary:
SIMPLICITY was built on an austere graphic identity which was distinctive for few products but as the product range grew resulted in looking repetitive and dull. Our job consisted of keeping the key elements while creating a playful packaging design for each product to achieve consistency and uniqueness as well.

Credits:

  • Tridimage Account Director: Sergio Salgado
  • Tridimage Design Directors: Adriana Cortese, Virginia Gines, Hernán Braberman
  • Tridimage Project Manager: Gimena Yagciyan
  • Tridimage Design Team: Karin Beck, Mona Olsiewicz
  • Farmacity Brand Manager & Innovation: Jorge Quarta
  • Farmacity Brand Sub-Manager: Andrea Benas


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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.