Vertex Awards 2019: GOLD WINNERS

Macro Kombucha

  • RETAILER: Woolworths
  • COUNTRY: Australia
  • CATEGORY: G6. Beverages: Non-Alcoholic
  • AGENCY: Marque Brand Consultants

CREDITS:

  • Senior Designer: Anita Williams
  • Senior Account Manager: Blanca Veiga
  • Brand Manager: Kate Walker
  • Design Specialist: Jade Tonkin

SUMMARY:

Brief: Launch a new Kombucha product range under the Macro brand, Woolworths exclusive wholefoods brand.

Core objective: To introduce this emerging health trend to a new mainstream audience by making Kombucha look tasty and accessible.

Creative Solution: Using a funky 60s-inspired typeface, fruity colors and fun descriptor names, we enhanced flavor cues while playing up the ‘hippie’ all-natural character. We put the Macro beacon and organic stamp prominently centered in the label for easy navigation and created a lovable range of naturally healthy drinks with a good-for-you vibe.

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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.