Vertex Awards V: Bronze Winners

Prince & Spring Epsom Salts

BRONZE
Brand: Prince & Spring
Retailer: 
Boxed
Country: United States
Category: B1. New Brand
Agency: Prince & Spring

Summary:
Prince & Spring’s line of premium Epsom salts features beautiful watercolor illustrations of a clawfoot bathtub filled with elements evocative of the fragrance. The Lavender-Scented Epsom Salt has lavender flowers emerging from its basin. The tagline “LAVENDAAAAAHHH” alludes to the relaxation of soaking in these salts. The Fragrance-Free Epsom Salt features large crystals signifying the premium pure salt crystals that are used in our product. The tagline, “SPA-SOME!” is a nod to the attraction of turning your bathroom into your own at-home spa. The Eucalyptus-Scented Epsom Salt features branches emerging from the tub with a smiling koala feasting on the leaves! The tagline “RELEAF YOUR STRESS” makes a light pun combining the leafiness of eucalyptus and the calming effect of the Epsom salts. The soft, cool colors of lavender, powder blue, and mint, combined with the pleasant taglines immediately set the tone for the calm and lavishness these products provide.

Credits:

  • Jeff Gamsey – VP of Private Brands
  • Chris Cheung – Creative Director
  • Vera Atamian – Designer
  • Annslee DeLuca – Brand Manager & Copy Writer
  • Brandon Wehmeyer – Product Developer
  • Monica Kim – Graphic Designer
  • David Kim – Illustrator

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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.