Vertex Awards V: Silver Winners

The Vertex Awards is proud to present this year's Silver winners.

Leaps & Bounds Toys

SILVER
Brand: Petco Leaps & Bounds
Retailer: 
Petco and Unleashed by Petco
Country: United States
Category: B2. Redesigned Brand
Agency: Periscope & Petco Animal Supplies, Inc.

Summary:
Playtime: the best part of a pet’s day, but often overlooked by customers purchasing cheap, bargain bin dog toys. Leaps & Bounds features superior quality, rigorous safety standards, and products that challenge our pets’ bodies and minds. Our packaging needed to capture the energy of pet play and educate customers about the toys’ benefits. Simple, modern silhouettes and a bright, bold color palette instantly attract attention in store, and the addition of the Tough-O-Meter rating scale helps customers select the best toy based on their pet’s play style. Whimsical, yet functional, product names explain exactly how pets instinctively interact with a product, adding an educational moment despite limited space.

Credits:

  • Art Director: Francesca Mahoney
  • Brand Director: Francesca Mahoney
  • Creative Directors: Richard Gordon-Smith, Rob Peichel
  • Designer: Shayla Nesheim
  • Illustration: Richard Gordon-Smith
  • Copywriting: Peter Ripple
  • Packaging Engineer: Peter Foltz
  • Production Artist: Nicholas Possedi
  • Photographer (product): OneKreate
  • Photographer (packaging): Petco In-House Photography studio
  • Printer: Ningbo Fenghua Sinso Printing Co., Ltd.

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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.