Vertex Awards V: Silver Winners

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

Consum Jam

SILVER
Brand: Consum
Retailer: 
Supermercados Consum
Country: Spain
Category: G3. Packaged Goods
Agency: Agencia Maslow SL

Summary:
Jam is an appetizing and tasty product. A moment of pleasure and a packaging help to strengthen those arguments. That was the order of Consum Supermarkets and the objective was to improve the image of its own brand reference, increasing its ability to attract the consumer.

The raw material was first quality and the idea was that design was no visual barrier. We opt for a transparent label that gives maximum visibility to the product. To illustrate the specialties, we chose a collection of hand-illustrated watercolors in which the different fruits were represented with softness and realism. An artisan and manual essence to present a product in which taste is the main value to communicate. We also chose a simple, clean font that contrasts with the richness of the watercolor illustration. Without too many graphic additives, because the flavor of the fruit is the main argument to enhance.

Credits:

  • Account Directors – Managing Directors: Marta Álvarez / Ana Niño
  • Strategic Planning: Ana Niño
  • Creative Director: Pau Rodilla
  • Art Director: Africa Leiva

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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.