We are proud to present the Vertex Award IV Silver winners.

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.

WholeHearted

Category: B1. New Brand
Retailer: Petco and Unleashed by Petco
Country: United States
Agency: Petco Animal Supplies, Inc. in-house creative packaging team and Bulldog Drummond

Summary:
Our goal was to create eye-catching, inviting packaging with this new natural pet food brand. The use of bright, vivid colors across the portfolio help product stand out on the shelf. We also feature a photo & story from real Petco customers on every bag, celebrating the bond they share with their pets.

Credits:

  • Brand Director: Francesca Mahoney
  • Graphic Designer: Lindsey Schmal
  • Copywriter: Breean Lowe
  • Production: Joe Beland
  • Lifestyle & Product photography: OneKreate


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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.