Vertex Awards V: Gold Winners

Sensations by Compliments Cold Brew

GOLD
Brand: Sensations by Compliments
Retailer: 
Sobeys
Country: Canada
Category: G6. Beverages: Non-Alcoholic
Agency: Fish out of Water Design

Summary:
Sobeys had the opportunity to be “first-to-market” in the private label shelf-stable Cold Brew coffee category. The packaging is designed to define a new category. Creatively the challenge was to generate awareness and interest among consumers with minimal promotional support.

The bold design uses illustrations to differentiate the flavors. Dressing the moose, polar bear, and beaver as “Canadian” hipsters, give the packaging a whimsical personality. The wintery landscape behind the characters give cues to the cold nature of the product. The use of coffee beans on the character’s clothing and cups are fun little nods to the product. The overall effect is eye-catching and creates a memorable personality for the brand.

Monthly sales have been steadily increasing and exceeding projected forecasts.

Credits:

  • Brand Manager: Bonnie McCrone
  • Designer: Scott Pearson
  • Art Director: Sarah Grundy
  • Account Supervisor: Jennifer Harvey
  • Illustrator: Tim Murray

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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.