Vertex Awards 2019: GOLD WINNERS

Frankie & Friends

  • RETAILER: Woolworths
  • COUNTRY: Australia
  • CATEGORY: G7. Pet Products
  • AGENCY: Boxer & Co.

CREDITS:

  • Designer and Illustrator: Nicoletta Braach-Maksvytis
  • Creative Director: Mark Haygarth
  • Project Manager: Tessa Carr
  • Client Project Lead: Sophie Challenor

SUMMARY:
Woolworths Australia wanted to create a modern pet food and accessories brand that was to be exclusively available in their store. In a bid to shake up the category, a brand that was packed full of emotion and care was created – echoing the way that so many Australians feel about their furry loved ones.

The brief was to create a one-stop shop for pet necessities, so it was important to create a design system that could work effectively across a broad range of items, from birdseed to fish flakes to dog bowls and collars.

The solution centers around modern, colorful illustrations which are executed in a style that’s ownable by the brand and showcases the animals in their natural habitat. Each pack tells a story relevant to the animals’ qualities, whilst also creating a strong and distinctive architecture on the shelf.

The brand mark is a friendly and approachable typographic logo with discoverable elements inside the negative space of the letters, bringing modernity and emotion into an otherwise dated category. This different approach avoids the stereotypical and often polarising use of saccharin sweet photography and is ultimately more inclusive and easier to connect with.

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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.