Vertex Awards IV: Gold Winners

El Corte Inglés

Category: B1. New Brand
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio

Summary:
El Corte Ingles commissioned us to create a new identity for its private brand. First we had to create a structure for the entire brand and secondly, we had to find the wording for the design of each line that would make consumers feel closer to the brand and give the brand a more modern look.

  • Credits:
    Paco Adín, Creative Direction
  • Lourdes Morillas. Account Management
  • Susana Seijas. Account Direction


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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.