Vertex Awards V: Gold Winners

El Corte Inglés Beers

GOLD
Brand: El Corte Inglés
Retailer: 
El Corte Inglés
Country: Spain
Category: G5. Beverages: Alcoholic
Agency: Supperstudio

Summary:
The new beer of El Corte Inglés private brand reinforces the retailer strategy that pursues a new relationship with its consumers, more genuine and close to its lifestyle.

Inspired by the most traditional beer universe the new design is focused on the awareness brand. The project includes the development of two varieties of beer: 100% malt beer and Alcohol-free beer.

The uncoated finishes help to communicate to the consumer the quality of this beverage proposal.

This project is included under the new El Corte Inglés strategy that pursues a new positioning of its private brand. This design achieved two objectives, the first one is communicating the product with a simple style that connects with its consumer and give notoriety to the brand, always joined to the quality value.

Credits:

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

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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.