Vertex Awards V: Bronze Winners

Live Well

BRONZE
Brand: PnP Live Well
Retailer: Pick n Pay

Country: South Africa
Category: B1. New Brand
Agency: Daymon

Summary:
The purpose of the Live Well brand is to be a quick and simple alternative to the consumer that is looking for a healthier lifestyle.

The main design challenge was to create a brand with its own personality, easily identifiable on shelf and that transmits this new positioning in the market as a specialty brand for people that care.

Packaging design is simple and delicate, almost medical, reinforced by the presence of white and magenta. Photography has a – what you see is what you get – look and feel. A dedicated iconography system was developed for the consumer to visualize the benefits of a balanced choice: low fat, reduced sugar, reduced salt, no added sugar, and more.

Credits:

  • Design: Sigbjorn Gjennestad
  • Account Executive: Ines Santos / Nadieha Petersen

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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.