Vertex Awards V: Gold Winners

AH cooking and dining

GOLD
Brand: Albert Heijn cooking and dining
Retailer: Albert Heijn

Country: The Netherlands
Category: H2. Home Care: paper products, trash bags, etc
Agency: Millford

Summary:
The entire category had become shattered! Many different products (from matches to potholders) were without unity in design and language. For this we had to find a new language.

A language that fits with the experience of cooking and the decoration of your home. Lifestyle experience is now an extension of our identity. Albert Heijn products fit in with this, but how do we fit the design accordingly? We have devised one language for twelve different product groups, whereby the products are produced in the Far East. In addition, we have been able to add emotion to functional products to create an emotional charge.

Credits:

  • Account manager: Sascha Balk
  • Creative director: Tahir Idouri
  • Art director: Tahir Idouri
  • Designer: Kim Kamperman

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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.