Irrestibles Vegetable Chips

Category: G9. Packaged Goods
Retailer: Metro
Country: Canada
Agency: St. Joseph Communications

Summary:
A rebranding of a previously existing line under our premium Irresistibles name, highlighting the healthier nature of this baked-not-fried product with sophisticated adult flavors and premium quality setting and visual appeal. Improved color impact and brand integrity on the shelf.

Credits:

  • Agency: St. Joseph Communications Content Group
  • Designers (St. Joseph): Creeshla Hewitt
  • Design and Branding Creative Direction (Metro): Eric Gagnon
  • Creative Director (St. Joseph): Dennis Benoit
  • Account Director (St. Joseph): Anna Agozzino
  • Photography: Dominique Malaterre / TILT

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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.