Vertex Awards V: Gold Winners

ALDI Runik Wine

GOLD
Brand: ALDI
Retailer: 
ALDI
Country: USA
Category: G5. Beverages: Alcoholic
Agency: Equator Design

Summary:
ALDI has built an enviable reputation for sourcing high-quality wines that combine great taste with an affordable price point. The Runik label suggests a deliberately different wine choice, drawing on gothic influences to evoke a sense of mystery and drama. Using classic black for the main red wine label color, paired with Celtic runes-based graphics, visual interest and texture were added to the label. Red and metallic silver inks and a hand-drawn font with a backward-facing letter K add impact on shelf and continue the alternative theme. Combining matte and metallic finishes, texture, and raised varnish—as well as bold and “hidden” graphics—creates a label with a multifaceted sensory appeal.

Credits:

  • Designer: Mark Grey and Kasi Turpin
  • Creative Director: Jennifer Gaeto
  • Account Manager: Sarah Joyce
  • Account Director: Sophia Arconti

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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.