Vertex Awards 2019: SILVER WINNERS

El Corte Inglés Filled Cereals

  • 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:
In addition to the different colors and textures, the main characteristic of this design is the creation of genuine characters who exploit and spread their milk cream or chocolate interior. A style of illustration with a purely fantastic character that uses 100% manual techniques. The product stands out on the shelves for its style and tone of communication. The back of the package shows the product in new contexts, sliding down a slide or throwing itself into a delicious bowl of milk.

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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.