Vertex Awards 2019: GOLD WINNERS

Culinaria

  • RETAILER: Schnucks
  • COUNTRY: USA
  • CATEGORY: B2. Redesigned Brand
  • AGENCY: Equator Design

CREDITS:

  • Creative Director: Jennifer Gaeto
  • Lead Designer: Josh Weigelt
  • Photographer: Lisamarie Cerny, Amy Stallard
  • Account Director: Alyssa Cioffi

SUMMARY:
Culinaria is Schnucks Premium Own Brand product line. The Culinaria design strategy is a line look across all products and categories for easy customer recognition as Schnucks premium product tier. The key trait of Culinaria is the “affordable indulgence” where consumers can have a premium, quality product at a reasonable price. The design should be approachable to the everyday consumer. The overall strategy is to not benchmark any national brand. Culinaria products are made to be better than the NBE, so design should be crafted to portray this unique offering. Culinaria is clean, minimal, artistic. Defining qualities of Culinaria Products should be affordable quality when only the best will do either as a treat or for a special occasion, authentic taste and provenance, seductive artistic photography, excitement, and innovative flavors. Culinaria stands for “uniquely premium.” The products are all about the food experience, affordable indulgence, and products that are engineered to be the best (better than the National Brand).

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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.