Vertex Awards 2019: SILVER WINNERS

Prince & Spring LYT Water

  • RETAILER: Boxed.com
  • COUNTRY: United States
  • CATEGORY: G6. Beverages: Non-Alcoholic
  • AGENCY: Boxed

CREDITS:

  • VP Private Brands: Jeff Gamsey
  • Creative Director: Chris Cheung
  • VP Design: Ryan Carl
  • Senior Product Developer: Brandon Wehmeyer
  • Package Designer: Monica Kim
  • Brand Manager: Annslee Deluca
  • Photography: Maged Samuel, Marissa Rosado & Katie Dunphy

SUMMARY:
LYT Water by Prince & Spring is a brand designed to inspire energy, positivity and confidence in customers’ lives. The name was derived from the enhanced water’s main property, electroLYTes. It also doubles as the acronym “Love Yourself Today”, further supporting the ethos of positivity through activity in one’s life.

We utilized clean typography that showcases the purity of the product within to elicit a crisp and minimalistic aesthetic. We italicized the logo and used transitional gradient patterns with cool blues and bold magentas to represent motion and movement.

With a market of private label enhanced waters saturated in an old-school, often generic-looking approach, we designed LYT Water to be different, bold, brand-forward, able to compete with national brands and to promote the spirit of living our best lives.

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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.