Vertex Awards 2019: SILVER WINNERS

Grofers

  • RETAILER: Grofers
  • COUNTRY: India
  • CATEGORY: G3. Packaged Goods
  • AGENCY: Yellow Dress Retail

CREDITS:

  • Creative Director: Michelle Romeo-Wiegman
  • Designer: Quino van Schaik

SUMMARY:
Grofers is a low price online supermarket in India. It offers fresh produce, pet care products, bakery products, meats, and others. The company was founded in 2013 and is based in Gurgaon, India. It was asked to develop a sub-branded Private Brand under the store brand G(rofers),

The Private Label range had to be developed with respect for the current evolution phase status of Private Label in India.

The Private Label range is specially designed for online only. The online package design has to meet specific requirements to work in this format. It explains the clear and non-cluttered hierarchy as the presentation of the pack online, works in a completely different way in comparison with a normal grocery store or supermarket.

The online consumer response to the pack design, structure and hierarchy was tested featuring neuroscience research.

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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.