Smitten

Category: B1. New Brand
Retailer: Woolworths Limited
Country: Australia
Agency: Marque Brand Consultants

Summary:
Create a new ‘owned’ brand in the mainstream cat food category. This category continues to be driven by the ‘humanisation’ of pets, we want to know what they are thinking, to know they are happy. We developed the name ‘Smitten’ to express the deep affection cats play in their family’s lives.

Credits:

  • Design team: Craig Burrows, Sabina van Koert
  • Design Realisation: Don Reynolds
  • Photographer: Steve Clark
  • Art Direction: Sabina van Koert
  • Project Manager: Mariella Menato
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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.