Vertex Awards V: Silver Winners

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

Member’s Mark Organic Milk

SILVER
Brand: Sam’s Club Member’s Mark
Retailer: 
Sam’s Club
Country: USA
Category: G1. Fresh
Agency: Equator Design

Summary:
The Sam’s Club organic milk design needed to stand out and communicate its wholesome attributes on pack, particularly to the core demographic of health-conscious moms. In order to articulate a friendly and healthy product that builds buyer confidence, our design establishes a unique personality. Inspired by traditional farmers’ signage to indicate provenance and evoke a “fresh from the farm” sense of heritage and quality, hand-lettered typography in the style of a farm sign placed inside of an old-fashioned milk jug ensures that all of the product benefits are highlighted in an organized way that is both appealing and easy to read. Color is important in this category for differentiation between milk fat content, so these conventions were woven into the background and typography color palette. Because this three-pack carton is sold in club stores, we were able to continue the “fresh from the farm” inspiration onto the outer case: the wooden planks from milk jug crates are “painted” with a panel that has vintage farm-stand charm.

Credits:

  • Designer: Erica Johnstone
  • Creative Director: Michael Duffy
  • Account Manager: Malia Jollenbeck

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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.