Vertex Awards 2019: SILVER WINNERS

El Corte Inglés Boom Balls

  • RETAILER: El Corte Inglés
  • COUNTRY: Spain
  • CATEGORY: G3. Packaged Goods
  • AGENCY: Supperstudio

CREDITS:

  • Creative Director: Paco Adín
  • Account Director: Lourdes Morillas
  • Susana Seijas. Account Manager
  • El Corte Inglés Corporate Private Label Brand Management: José A. Rojano

SUMMARY:
A powerful and attractive design that has a dual function. On the one hand, the main face presents the product in a novel way, combining powerful colors with a very funny image of the product in a taste explosion. On the other hand, the back of the package is a guide to convert and transform the box into a catapult. We want to give a second life to the package, that the child builds his own toy with his own hands. No one will resist making an original ‘Boom ball’ launcher.

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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.