Vertex Awards V: Publishers Choice, Peaceful Piranha

Peaceful Piranha

Brand: Peaceful Piranha
Retailer:Hy-Vee

Country: United States
Category: B1. New Brand
Agency: Meyocks

Summary:
With imaginative items like Thai Chili Peanut Poppers and Caramel Cashew Popcorn, this new line of premium snacks exclusive to Hy-Vee called for a brand concept as original as the product line-up. Knowing that these nibbles would soothe the hunger of even the most savage beast, Meyocks proposed a paradoxical name capable of standing out in a sea of other snack brands – Peaceful Piranha. Cute meets carnivorous as package design and point-of-sale convey a whimsical, yet upscale feel.

Credits:
The Hy-Vee – Meyocks Package Design Team

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Christopher Durham
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.