Vertex Awards V: Bronze Winners

Pick Local

BRONZE
Brand: Pick Local
Retailer:
Pick n Pay
Country: South Africa
Category: B1. New Brand
Agency: Daymon

Summary:
Pick Local is a special brand that aims to touch people’s hearts. It represents Pick n Pay’s program that supports small businesses of local South African producers and suppliers.

The challenge was to give visibility to the program and to promote its products together with all the stories behind those small local activities. Packaging solution needed to communicate all of this to Pick n Pays regular customers.

Onthe packaging, the brand works as a stamp with an emotional tone given by its handwritten typography and a hand-drawn heart. It’s a brand from and for the community, to involve producers, retailer, and consumers around one movement.

With a crafty mood, the design explores the stories of those local producers. Stories about people and their small business, people that deliver top quality products. The story is always told with a picture of the producer, showing that human side of the program.

Credits:

  • Creative Direction: Jens Sievert
  • Design: Carina Sousa / Katlego Matabane
  • Account Executive: Margarida Lacerda / Nadieha Petersen
  • Final Artist: Josiah Tsokedi / Devon Ford

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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.