Vertex Awards 2019: SILVER WINNERS

World Market Pasta Sauce

  • RETAILER: Cost Plus World Market
  • COUNTRY: USA
  • CATEGORY: G3. Packaged Goods
  • AGENCY: created in house at Cost Plus World Market

CREDITS:

  • Jeffrey Pelo and Carrie Binney, Art Direction and Design
  • Jeffrey Pelo, Hand Lettering
  • Mike Lippert, Production
  • Steve Underwood, Photography

SUMMARY:
Our objective was to redesign our private label pasta and pasta sauce line with an imported, specialty Italian look. All of the products in the line are authentic Italian production and great quality. The pattern and hand-lettered type connote an old world tone in a modern way. Each category within the Italian line utilizes a different color in the pattern.

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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.