Vertex Awards V: Silver Winners

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

Culinary Tours

SILVER
Brand: Culinary Tours
Retailer: 
Participating Topco Member Retailers
Country: United States of America
Category: B1. New Brand
Agency: Topco Associates

Summary:
Culinary Tours; is a new affordable premium private food brand curated for Millennials and Gen X’ers who are stepping beyond traditional food selections to explore cuisines and authentic flavors from around the world.  Culinary Tours brings flavors from farm-to-table.

This adventure-food shopper relies on packaging to grab their attention and assure authentic quality. Culinary Tours’ “Flexible Design” integrates whimsical imagery to portray regional identity and appetizing flavors with the brand’s balloon logo for a consistent “wall-to-wall” brand identity across all grocery categories.

Culinary Tours will offer nearly 200 products representing cuisines from 31 countries by Spring 2018. A product-focused website, product videos and a travel newsletter accompanied the product launch, delivering product highlights, regional information and recipes to readers.

Topco’s member grocers embraced Culinary Tours products, using provided materials to promote in-store and online. Initial product orders exceeded expectations and member stores eagerly await new product arrivals.

Credits:

  • Creative Director: Shelbi Sturges
  • Lead Designer: Kara Fleming-Ward
  • Designers: Kathy Kolba, Brian Carron, Hedy Wong, Mindy Syster

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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.