Vertex Awards V: Gold Winners

Woolworths Clean

GOLD
Brand: CLEAN
Retailer: 
Woolworths
Country: Australia
Category: H1. Home Cleaning
Agency: Boxer & Co.

Summary:
For a category dedicated to cleanliness, there is a surprising amount of visual mess in the laundry aisle. Flashes, bold colors and strong words all compete in an attempt to shout the loudest. We saw an opportunity to create some clarity, focus and calm amidst that with this new, exclusive to Woolworths laundry brand.

The central ‘C’ graphic is a visual shortcut to the brand name and echoes the shape of a front loader machine. This also works as a window to the tumbling, cleaning action, with bubbles and fragrance cues cascading out of their contained shape and floating, harmoniously onto the side and back of pack. The pack’s background linen texture softens the overall look and reflects the product usage.

Continuing the laundry theme, mandatory symbols appear as clothing labels ‘stitched’ onto the linen pack and a silver treatment makes the logo pop in a nod to its efficacy.

Credits:

  • Creative Director – Mark Haygarth
  • Project Manager (agency) – Gwen Blake
  • Brand Owner – Sophie Challenor
  • Rollout – Marque

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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.