Vertex Awards V: Gold Winners

El Corte Inglés Tex Mex

GOLD
Brand: El Corte Inglés
Retailer: 
El Corte Inglés
Country: Spain
Category: G3. Packaged Goods
Agency: Supperstudio

Summary:
Traditional Mexican culture inspires the new Mexican food range of El Corte inglés. A new design that mixes with a common background colour the real product with the most traditional elements of the Mexican universe: music, fruits, hats…

The packaging made the consumers travel to a Mexican cantine through the selected collection of handmade style illustrations.

This range includes the three references of nachos and also one reference of corn tortillas and three references of Mexican sauces.

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.