Vertex Awards 2019: SILVER WINNERS

Everyday Sensitive Skincare

  • RETAILER: Mannings
  • COUNTRY: Hong Kong
  • CATEGORY: P5. Body Care
  • AGENCY: Passionfruit Asia Ltd

CREDITS:

  • Client lead: Antoinette Lasjunies
  • Project leader: Craig Briggs
  • Designers: Harumi Kubo, Liem Cheung
  • Strategy lead: NaO Design Trends

SUMMARY: To create a new brand of sensitive skin care to compete with established “national” brands (CeraVe, Cetaphil, QV, Sebamed)

PROBLEM: To create a new brand that harmonizes professional/medical and sensitive/caring, and promotes daily care

OBJECTIVES: 1) Create a dynamic and professional look and feel; 2) Encourage daily (365) usage; 3) Design a clearly segmented portfolio system

SOLUTION: The design for derma365 is sensitive, caring and professional. The classic white packaging establishes category credibility, adding typography that is simple and clean, with derma in lower case, 365 and the blue circle to communicate the daily, holistic regimen and non-stop efficacy of the brand. Derma’s font is both modern and sensitive and reassuring. derma365 includes cleansers and lotions, segmented by green/blue/purple system colors for differing skin types, and subtle secondary graphics to signal functionality.

RESULTS: Rolling out Baby line next year!

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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.