Vertex Awards 2019: GOLD WINNERS

AH More than Pasta / More than Rice

  • RETAILER: Albert Heijn
  • COUNTRY: The Netherlands
  • CATEGORY: G3. Packaged Goods
  • AGENCY: dBOD

CREDITS:

  • Brand Director/Strategist: Evelyn Hille/dBOD
  • Senior Design Director: Ditte Glebbeek/dBOD

SUMMARY:

New Generation Pasta, legumes in a jacket of pasta or rice, a trend from the vegan corner, is made accessible by us for everyone who is eating more responsibly and consciously.

With the remarkably minimalist design, we are far away from the existing category clichés. The packaging is virgin white with light-footed design and a striking window. In the font we have incorporated the graceful growth of a legume plant, creating optimal synergy between illustration and typography. In this way we give the packaging an attractive playfulness that simultaneously is pure and radiates quality. With these refreshing, accessible and tasty-looking packaging, leguminous pasta and rice are ‘suddenly THE responsible alternative for the less healthy fat makers which are oh so tasty, but do nothing for your daily requirement of vegetables.

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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.