Vertex Awards V: Gold Winners

Monoprix food to go

GOLD
Brand: Monoprix food to go
Retailer: 
Monoprix
Country: France
Category: B2. Redesigned Brand
Agency: Brandimage – Desgrippes & Laga

Summary:
Challenge: reposition a food to go line for busy urbanites that reflects what Monoprix is all about.

Fresh, high-quality, healthy, and practical food to go products that are as appealing as they are tasty, all day long.

We translated the brand’s ambition into a transparent, sleek design which focuses on the quality ingredients and simple recipes. The commitments of Monoprix appear on the labels stating “Prepared by hand” on sandwiches and salads and “Fruits picked at their peak” on fruit salads.

The graphic identity is a trilogy of sorts: font styles reflecting modern elegance, the brand’s iconic apostrophe placed at the center to highlight selected products, a simple and effective black and white color code.

A single tone runs through the entire ultra-minimalist, direct and affordable line that includes fresh sandwiches, salads, fresh-squeezed juices and desserts to go.

Monoprix’s identity comes through effectively in a chic and trendy way.

Credits:

  • Elie Hasbani – Creative Director
  • Elodie Loisiel – Art Director
  • Marine Guillou – Client Director

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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.