Vertex Awards 2019: SILVER WINNERS

 

HT Traders Pizza

  • RETAILER: Harris Teeter
  • COUNTRY: United States
  • CATEGORY: G4. Frozen
  • AGENCY: Daymon Creative Services

CREDITS:

  • Agency: Harris Teeter & Daymon Creative Services
  • DCS Design Director: Felix Rosales
  • DCS Photographer: Autumn Underwood
  • Harris Teeter Advertising & Creative Services: Steve Kent/Kim Davis

SUMMARY:

It’s Pizza so it should all be about the appetite appeal but the bigger solve was to communicate the story of where the product came from and give it a sense of authenticity.

Every element we chose was designed to evoke a sense of authenticity like the retro-modern fonts along with the architectural elements that tie everything together. We also told the story by sharing the history of the product, integrated within the design, and the richness in the colors also allowed us to convey a mood and tonality in order to amplify the story.

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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.