Vertex Awards V: Gold Winners

Jumbo Spices

GOLD
Brand: Jumbo
Retailer:Jumbo Supermarkten N.V.
Country: The Netherlands
Category: G3. Packaged Goods
Agency: Od design studio

Summary:
Jumbo has the ambition to offer an attractive range in every category. Herbs & Spices have been a domain for years in which brands and private labels compete for the customer’s favor. The design challenge now was to bring inspiration from the Jumbo brand.

Herbs and spices make eating more special. Especially because home cooking is facing a positive hype with dishes from all over the world. And this design with these physical packaging makes a simple countertop, a party-to-cook countertop. The metal canisters give you a higher-quality sense of cooking. Cans are traditionally the physical packaging for herbs & spices. And after years of being away, they are back again. And how.

Credits:

  • Brand Manager Jumbo: Iris van den Berg
  • Concept: OD
  • Art Directors: Esther Baas
  • Photography: Peek Creative Studios

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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.