NOMA

Category: B1. New Brand
Retailer: Canadian Tire Corporation
Country: Canada
Agency: Rodmell & Co.

Summary:
The packaging creates a cohesive overall brand look while helping consumers select the right products at shelf – especially important for complex categories. The prism graphic can be adapted with color cues, to act as both a design feature for the brand but also provides a clear visual way to differ

Credits:

  • Patrick Rodmell – Lead Strategy
  • Marcus Nilsson – Creative Direction
  • Jane Stanfield – Design Team
  • Fabianne van Schaik – Design Team
  • Colin MacFadyen – Design Team
  • Birgit Kibbel – Account Management
  • Anthony Wolf – Associate Vice President
  • Unha Park – Brand Manager
  • Daniel Gotlilb – Associate Brand Manager
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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.