Vertex Awards 2019: GOLD WINNERS

Fred’s Chips

  • RETAILER: Fred’s Inc.
  • COUNTRY: USA
  • CATEGORY: G3. Packaged Goods
  • AGENCY: Marketing By Design

CREDITS:

  • Creative Director: David Ziegler-Voll
  • Designer: Katie Vinci
  • Production Artist: Deanna Vosburgh
  • Project Manager: Ashley Smits
  • Account Manager: Christopher Thaemert

SUMMARY:
Fred’s chips were one of the first categories apart of Fred’s rebrand. The designs needed to be colorful, bright and fun to compete against National Brands, but most importantly to evoke snack appeal. Bright colors and strong hero photography instantly convey flavor profiles across the category.

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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.