Vertex Awards 2019: SILVER WINNERS

Paddy Cakes

  • RETAILER: Fred’s Inc.
  • COUNTRY: USA
  • CATEGORY: P7. Baby
  • AGENCY: Marketing By Design

CREDITS:

  • Creative Director & Designer: David Ziegler-Voll
  • Production Artist: Deanna Vosburgh
  • Project Manager: Ashley Smits
  • Account Manager: Christopher Thaemert

SUMMARY:
Paddy Cakes is Fred’s Private Brand in the baby and toddler category. With multiple SKUs ranging from baby wipes to diapers, the Private Brand needed to convey cleanliness, trust and the “aww” factor, which gives customers a reason to smile. Cute animal illustrations were combined with a playful script and light pastel colors to differentiate between products.

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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.