Vertex Awards V: Gold Winners

Jumbo Ice cream Lovers

GOLD
Brand: Jumbo
Retailer:Jumbo Supermarkten N.V.
Country: The Netherlands
Category: G4. Frozen
Agency: Od design studio

Summary:
The sub-assortment Ice cups is special due to the combination of physical packaging, graphic design and the flavors of the ice cream. New is this private label that feels like a strong competitive brand. It’s appealing young, fresh, playful and very foody.

The cup, the concept and of course: the tasty recipes.

The products are similar to the offer that can be bought from others. The distinction can be found in the current design with a view to honest, tasty food. The design makes a nod to the seventies with a strong typographic illustration. The synergy that the three flavors create, splashes through the doors of the freezer compartment.

Credits:

  • Brand Manager Jumbo: Rik van der Loo
  • Concept: OD
  • Art Directors: Jeroen de Kok
  • 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.