Vertex Awards 2019: GOLD WINNERS

overjoy light ice cream

  • RETAILER: Hy-Vee
  • COUNTRY: USA
  • CATEGORY: G4. Frozen
  • AGENCY: Meyocks

CREDITS:

  • Hy-Vee and Meyocks Package Design Team

SUMMARY:
When creating a brand for a new high protein, low-calorie ice cream – the team wanted the joyous, guiltless, happy feeling that you get when eating it to come through…so overjoy was created. The simple, colorful illustrations on the package along with the clean, two-tone type give this brand a light and happy feeling that stands out from others on the shelf.

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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.