Vertex Awards 2019: GOLD WINNERS

AH Farm Dairy

  • RETAILER: Albert Heijn
  • COUNTRY: The Netherlands
  • CATEGORY: G2: Organic And Natural Food
  • AGENCY: dBOD

CREDITS:

  • Brand Director / Strategy: Evelyn Hille / dBOD / VBAT Group
  • Senior Design Director: Ditte Glebbeek / dBOD / VBAT Group
  • Designer: Fernando Ibanez / dBOD / VBAT Group
  • Illustrations: Harald Sprenkeling / dBOD / VBAT Group

SUMMARY:

With AH farm dairy, Albert Heijn is a step further than ‘just organic’. It is a pure and honest product with distinctive intrinsic values. We wanted a packaging concept that, from these values, immediately rings a bell when you stand in front of the dairy shelf. By choosing an authentic illustration style, the pure character of the product comes to life and we distinguish ourselves from other dairy brands.

With simple pen drawings we have brought to life the pure nature of the special nature reserve in which the cows graze. Honest, traditional and unadorned; just like the product itself. Special detail: the illustration is slightly different on each product variant.

The shape of the packaging, a transparent ‘vintage’ bottle reminiscent of the milkman bottles from a bygone era underlines the authenticity.

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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.