Vertex Awards V: Silver Winners

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

Woolworths Gold

SILVER
Brand: Gold
Retailer: 
Woolworths
Country: Australia
Category: B2. Redesigned Brand
Agency: Boxer & Co.

Summary:
Stretching across categories, it was important to create a look for this premium line which was distinct yet adaptable to perform against competitors in multiple categories. It needed to be ownable and portray the products as innovative, distinct and premium.

The redesign centers around the idea of ‘Magical Moments’. Firework and confetti inspired shapes, a vibrant color palette with premium gold foiling and a matte finish. The lime seal houses the new Gold icon and spans all categories. These elements form the building blocks for a flexible architecture.

In Bakery, delicious food photography with a confetti pattern are a fun and magical nod towards celebration. Clean, strong Parisian inspired colors provide an indulgent feeling.

Confectionery is the most giftable range. The ‘burst’ of celebration is at the heart of every pack and the color palette resembles gift-wrap.

In Meat, blocky typefaces and masculine colors are reminiscent of a traditional butchery.

Credits:

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
Previous articleVertex Awards V: Bronze Winners
Next articleVertex Awards V: Gold Winners
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.