Vertex Awards V: Silver Winners

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

By
Christopher Durham

El Corte Inglés Panettone

SILVER
Brand: El Corte Inglés
Retailer: El Corte Inglés
Country: Spain
Category: B4. Holiday or Limited Edition Private Brand
Agency: tridimage

Summary:
El Corte Inglés from Spain celebrates Christmas each year with limited edition panettones. The small tins design resembles wrapping papers in order to make them look as gifts. The large tins convey the traditional feeling of the traditional Italian Panettone producers in order to embellish the most important celebration of the year.

Credits:

  • Brand Manager: José Antonio Rojano López
  • Design Directors: Adriana Cortese, Hernán Braberman, Virginia Gines
  • Project Manager: Guillermo Dufranc
  • Art Director: Natalia Gioiosa

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Christopher Durham
http://www.mypbrand.com
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.

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