Vertex Awards V: Bronze Winners

Macro

BRONZE
Brand: Macro
Retailer:
Woolworths
Country: Australia
Agency: Marque Brand Consultants

Summary:
Our brief was to grow Macro in new categories to a wider audience & to make healthy eating, mainstream. As Australian consumers knew & trusted Macro, we leveraged on the assets that were familiar to them. We modernized the existing logo, making it a beacon for healthy eating and connected with consumers through the message of “what’s inside matters”.

Credits:

  • Brand Strategy: Marcel Wijnen. Lynette Sandhu.
  • Design team: Marcel Wijnen. Stacey Ayers. Polly Barton. Jess Parisi.
  • Writer: Lynette Sandhu
  • Design Realisation: Steve Hoffman. Peita Neale. Ed Graves. Don Reynolds.
  • Project Manager: Suzi Della-Pietra. Blanca Veiga.
  • Woolworths Brand Team: Rachel Pryce, Kate Walker, Jade Tonkin

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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.