Vertex Awards V: Bronze Winners

Pingo Doce Pasta

BRONZE
Brand: Pingo Doce
Retailer:
Pingo Doce
Country: Portugal
Category: G3. Packaged Goods
Agency: Daymon

Summary:

The development of a pasta range is always a challenge. Specifically, when the range is made of many different products making it one of the most diverse ranges in store. As usual, the packaging is always full of transparency and few colors are allowed in the print process.

The solution to overcome this was a simple color-based approach. Specific pasta illustrations were made to reinforce the idea of traditional homemade pasta. Colors were selected to be comfortable but still visible on shelf.

The result is a very consistent range, with a tight color palette, that targets all customers and it’s easy to recognize in store.

Credits:

  • Creative Direction: Jens Sievert
  • Design: Catarina Almeida
  • Account Executive: Lucia Coelho

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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.