Vertex Awards V: Gold Winners

El Corte Inglés Bio

GOLD
Brand: El Corte Inglés Bio
Retailer: 
El Corte Inglés
Country: Spain
Category: B1. New Brand
Agency: Supperstudio

Summary:
BIO is the new ecological brand of El Corte Inglés. The Spanish retailer needed to create a new brand for its BIO products range. That brand is a new one of the El Corte Inglés Private Brand selection and it is included in the new strategy that pursues a new style of communication with the consumers that reflects the values of the brand and connects with the modern style of life.

The design of BIO included the creation of a common structure focus on the BIO word that reflects the background color and the common visual style and the natural and the organic proposal. To make it more dynamic and to connect with the consumers of today BIO changes its color in any reference.

The result is a packaging that reinforces values as the quality and the brand confidence. The focus on the natural origin is a key element reflected not only on the design but also through the selected uncoated finished printing.

Credits:

  • Paco Adín. Creative Director
  • Lourdes Morillas. Account Director
  • Susana Seijas. Executive Manager
  • Private Label Brand Manager El Corte Inglés.- Jose Antonio Rojano

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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.