Vertex Awards V: Gold Winners

Fresh Wood oven Pizza’s

GOLD
Brand: Jumbo
Retailer:umbo
 Supermarkten N.V.
Country: The Netherlands
Category: G1. Fresh
Agency: Od design studio

Summary:
Private labels have the privilege to offer a wide range. And that privilege creates an important obligation; leadership and sincerity. Jumbo demonstrates leadership by introducing this design. OD has come up with a concept that cleverly and playfully involves the brick kiln in communicating the positioning of this assortment of pizzas.

What’s special about this design? This: the concept (‘in the oven’), the use of the natural strength of cardboard, the graph (mosaic), the visibility of the ultra-fresh product and the clear product communication.

It is, therefore, the best pizzas that Jumbo has to offer that you have to bake yourself at home. And those pizzas are of good pizzeria level. With the design, OD has interpreted the familiar pizza box in a new way so that you feel that this is a ‘real’ pizza that you will be baking at home.

Credits:

  • Brand Manager Jumbo: Rik van der Loo
  • Concept: OD
  • Art Directors: Niels Alkema
  • Illustration & Typography: OD

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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.