Vertex Awards V: Bronze Winners

Sam’s Choice Coffee

BRONZE
Brand: Sam’s Choice
Retailer:Walmart

Country: United States
Category: G3. Packaged Goods
Agency: Anthem

Summary:
Sam’s Choice Coffee design uses a clean white background to pop on shelf, where competitive packaging is mostly dark and busy.  It also stands out with a matte finish that’s easier to read than typical gloss finishes.  The white canvas includes small hits of black and bold, youthful colors to communicate flavor.  This helps the brand stand out on shelf, and creates a powerful family effect.  The color makes it easy for consumers to shop based on flavor, while the release number and taste profile communicate small batch.

The topographical map illustration and co-ordinates create a sense of provenance and ‘authentically sourced.’  The coffee comes in two different formats – canisters for whole beans and bags for ground beans.  The Sam’s Choice Coffee design also includes a spot varnish for the brand logo to help it pop, along with gold, metallic ink on certain features for a more premium feel.

Credits:

  • Creative Director: Helena Yoon
  • Design Director: Tracey Ujfalussy
  • Account Director: Bernadette Sheppard / Leigh Waycaster
  • Walmart Design Lead: Sarah Paskell

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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.