Vertex Awards 2019: GOLD WINNERS

Consum Premium Recipe

  • RETAILER: Consum
  • COUNTRY: Spain
  • CATEGORY: B1. New Brand
  • AGENCY: Supermercados Consum

CREDITS:

  • Account Directors – Managing Directors: Marta Álvarez / Ana Niño
  • Strategic Planning: Ana Niño
  • Creative Director: Pau Rodilla
  • Art Director: Jordi Escrivá

SUMMARY:

Premium Recipe is a new range of products of the Consum own brand based on the originality of its raw material. Products with a special formulation or attractive recipes in which the premium is the ingredient and therefore, its design, should generate a suggestive and sophisticated image, without becoming too exclusive.

Our proposal was that the product was the protagonist and is always presented through very careful photography, natural ingredients with harmonic and very visual compositions that evoke gourmet cuisine, but not as a finished dish, but as a production process.

Simplicity is the basis of the sophisticated image we sought. That’s why the ingredients reflect their beauty without artifices or artificial embellishment. Only the light of the photograph and a range of color suitable for the image make up the final design.

As part of this design, the Consum Premium Recipe brand was redesigned, looking through the new typography for a simpler and more elegant image, according to the positioning of premium ingredients that characterize it.

The design of Consum Premium Recipe has been very well valued among the customers who have participated in the pre-test of the product and its launch will take place between January and December 2018.

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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.