Vertex Awards V: Silver Winners

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

Paderno

SILVER
Brand: Paderno
Retailer: 
Canadian Tire
Country: Canada
Category: B2. Redesigned Brand
Agency: Concrete

Summary:
Premium cookware and kitchenware relies on packaging that is both inspirational and communicates key features and technical specs, to guide customers to make purchase decisions.

The previous Paderno design, while proudly showcasing its Canadian origins, featured the products in a conventional straightforward layout that did not draw in the aspirational, passionate home chef.  The new design provides a different viewpoint, with a front panel that shows a top-down view that puts a focus on both the product as well as allowing customers to imagine the food they can cook in it.  The side panels provide more product details and feature specs to reinforce buying decisions.

The various kitchen-related surfaces, including marble, granite, and dark slate, provide both an inspirational setting for the product photography, but also helps the customer differentiate the different cookware series, to select the type of cookware that is most appropriate for their needs and cooking style.

Credits:

  • Brand Manager:  Unha Park
  • Associate Brand Manager:  Emma Horner
  • Packaging Manager:  Angela Stone
  • Packaging Consultant:  Candice Noble
  • Structural Packaging:  Oksana Lapierre
  • Creative direction (agency):  Diti Katona, John Pylypczak

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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.