Vertex Awards V: Silver Winners

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

Aliada

SILVER
Brand: Aliada
Retailer: 
El Corte Inglés
Country: Spain
Category: B1. New Brand
Agency: Supperstudio

Summary:
El Corte Inglés commissioned us to create a new identity of Aliada, its value brand. The objective was to create a new brand that helps to differentiate this proposal, the low-cost option, from the other El Corte Inglés’ private brands. This project made us accept a double challenge. The objective was to create a brand identity really distinctive that reflected the El Corte Inglés real value proposal.

The first step was to create a structure for the entire brand and the second one to define the common visual style for each category.  The design solution carried on a simple, direct and clear packaging.

We established the use of a single font for all categories and the use of only background color. The simple and colorful illustrations reinforce the value brand. El Corte Inglés continues its strategy to transform its private brands. The new Aliada brand is included in it.

Credits:

  • Paco Adín. Creative Director
  • Lourdes Morillas. Account Director
  • Susana Seijas. Executive Manager
  • Private Label Brand Manager El Corte Inglés.- Jose Antonio Rojano

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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.