Vertex Awards V: Gold Winners

Fruitmojis

GOLD
Brand: Prince & Spring
Retailer: 
Boxed
Country: United States
Category: G3. Packaged Goods
Agency: Prince & Spring

Summary:
These fan favorite fruit-flavored snacks animate snack time just like they do our everyday conversations. Our initial approach to this concept sought to showcase the fun of the product in a way that would appeal to children and adults alike. We decided to shape the actual fruit gummies into emoji shapes and shortly thereafter the concept of Fruitmojis was born. The packaging features bright, playful colors and emoji illustrations positioned on a muted burst which allows the imagery to pop off of the box. The product name is presented inside a text message chat bubble, apropos for Boxed.com’s mobile centricity. The side panel features a conversation among the emojis in which they reference their respective flavors (in puns of course). The tagline, “U Talkin’ Snack”, ties each element of our concept together — conversation, snacks, emojis.

Credits:

  • Jeff Gamsey – VP of Private Brands
  • Chris Cheung – Creative Director
  • Vera Atamian – Senior Designer
  • Annslee DeLuca – Brand Manager & Copy Writer
  • Brandon Wehmeyer – Senior Product Developer
  • Monica Kim – Senior Graphic Designer

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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.