Vertex Awards 2019: GOLD WINNERS

Consum Zumasté

  • RETAILER: Supermercados Consum
  • COUNTRY: Spain
  • CATEGORY: G6. Beverages: Non-Alcoholic
  • AGENCY: Rosebud/Consum

CREDITS:

  • Account management: María José Alonso
  • Account executive: Marta Celada
  • Art and design management: Amparo Doménech
  • Creative conceptualization: Sira Mollá

SUMMARY:

Brief
The assignment was to design packaging and naming for a new refrigerated juice product by the Consum private label. The product is a fruit juice with added tea extracts.

Create a name that is not simply the brand and the flavor but that announces the innovative component of the product: juice + tea.

Be innovative with the design because the recipe itself is innovative, i.e. it is not just cold tea or cold juice, but the sum of both. It has to make you stop and look at it.
The label material is transparent acetate, so the product is required to be seen through it in some areas.

Creative solution

One of the product’s strong points is a name that fully describes its composition (juice + tea) while evoking oriental culture and which reads almost like a mantra: Zumasté.
This is complemented by the recreation of oriental culture achieved through having a teapot as the backbone of the design, along with the colors, fonts and print style used for the illustration.
Transparency has been used creatively in details such as the teapot to allow the customer to see the actual product color.

Results

A design and name proposal that:

Announces the product’s particular characteristics (juice + tea).

Is differentiated and powerful.

Represents the oriental cultural attributes associated with tea, although it is a juice.

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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.