Vertex Awards 2019: GOLD WINNERS

Prince & Spring Jackpot Popcorn

  • RETAILER: Boxed.com
  • COUNTRY: United States
  • CATEGORY: G3. Packaged Goods
  • AGENCY: Boxed

CREDITS:

  • Jeff Gamsey: VP Private Brands
  • Chris Cheung: Creative Director
  • Ryan Carl: VP Design
  • Brandon Wehmeyer: Senior Product Developer
  • Vera Atamian: Senior Package Designer
  • Annslee Deluca: Brand Manager & Copy Writer
  • Monica Kim: Graphic Artist

SUMMARY:
Jackpot Popcorn by Prince & Spring was designed to reflect the fun that accompanies each mouthful and makes consumers smile as if they’ve won the lottery. Each bag bursts with kernels that are full of flavor and crunchy goodness that will have customer hooked from the first handful.

The product is brought to life through bold packaging, lively text and eye-grabbing graphics that seem as though they are popping off the bag. We started with a color exploration and ended with a vivid turquoise and purple as flavor colors accompanied by tonal accents, each vibrant enough to stand out, yet subtle enough to highlight the popcorn itself.

It was the intention of the team that Jackpot deliver a delightful experience from start to finish. The bold and askew logo accompanied by whimsical accents are meant to capture the fun and playful nature of eating popcorn: plump kernels jumbled inside the bag, how they’re tossed into the air and caught in your mouth, how you get the last few bites by upending the bag.

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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.