Vertex Awards 2019: GOLD WINNERS

AH Cordials

  • RETAILER: Albert Heijn
  • COUNTRY: Netherlands
  • CATEGORY: G6. Beverages: Non-Alcoholic
  • AGENCY: Millford

CREDITS:

  • Brand manager: Sophie van Felius
  • Art director: Tahir Idouri
  • Designer: Jon Sonneveld
  • Account director: Sascha Goutier
  • Studio: Charlotte van Delft

SUMMARY:
Albert Heijn has lowered the amount of sugar in their cordials. And so we needed a redesign that reflects this change. Next to that, Albert Heijn wants to break with the category codes and claim a leadership role.

Objectives

Our challenge was to break with category codes without losing product familiarity. Also the design had to feel more healthy and pure, but still be honest about the amount of sugar.

Creative solution

We created a friendly, funny and simple style that fits with the happy emotion lemonade brings about. By using a lot of white and a matt varnish, the bottle feels more honest and pure. The colorful illustration of the lips with the curly straw make the package look happy and iconic. On the back of the package, a transparent straw is used to show how many glasses are still in there.

Results

The white bottles with happy graphics create a powerful block on store shelves.

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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.