Over the last three years, the Vertex Awards have set the standard for Private Brand design globally and ushered in a new era of brand design focused on building brands as assets and creating solutions for customers. This year’s competition included more than 250 entries from 23 countries and 59 retailers. This year’s winners included the first ever entrants from South Africa, Argentina, Malaysia and Finland.

We would like to personally thank each of the judges for their commitment to the awards and passion for great design. This years competition brought our first ever judges from retail: Sarah Paskell – Walmart, David Ziegler-Voll – Trader Joe’s and Alan Chiatel – Massmart.

Take a look and you will discover outstanding design from all around the world. Retailers are playing to win and creating compelling customer-focused brands.

Thanks to our esteemed panel of design experts from around the world who took their charge to heart and devoted their time and energy to selecting the best of the best: Rick Barrack, Maggie Bean, Danielle Beal, Sarah Paskell, David Ziegler-Voll, Paula Bunny, Don Childs, Maria Dubuc, Masanori Eto, Ruth Galloway, Paco Adin, Loe Limpens, Angelo Morano, Glenn Pfeifer, Alan Chaitel, Fred Richards, ZHOU Wenjun and Adrian Whitefoord.

Qualifying designs must have been introduced in-store between November 2014 and November 2015. Judges scored each entry on five criteria: design, information architecture, originality, structure, and x-factor. An overall numeric score was then assigned to each entry. Gold, Silver and Bronze Awards were awarded based on the numeric score, as a result, there are some multiple winners at a given level.

The scoring system was developed to reward the best Private Brand package design in the world, not mediocrity. To protect the integrity of the process, judges were not allowed to vote on work by their own agency. All voting was done online and votes were collected and tabulated independently, by VOCCII. This competition has been a labor of love. We know you will find inspiration in the winners and we hope to see your entry next year.

Vertex Awards III: Best of Show

We would like to congratulate “Best in Show” winner “Wine with Character” from Jumbo and their agency, OD, both hailing from the Netherlands. Their work proves that great Retail Brands are engaging, entertaining and truly special.

AWARD: Gold
Wine with Character
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G11. Beverages: Alcoholic
AGENCY: OD

BRIEF:
The new designs are developed from the idea of giving a character to the wine. The excellent tastes of the wine enforce a suggestion of food, which they can be served with. The initials of the type of wine are delicately illustrated in culinary suggestions. The characters give character to the wine

CREDITS:

• Sabine Snijders-Simons (Jumbo)
• Iris van den Berg (Jumbo)
• Niels Alkema (OD)
• Anne-Marit van de Kuilen (OD)
• Jan van der Hoeven (Illustrations)

Vertex Awards III: Publishers Choice

This year’s Vertex Publisher’s Choice winner is the stunning premium brand Club Del Gormet, from El Corte Ingles in Argentina. The design from tridimage takes clichéd black based premium tier design and gives it a compelling twist with bright colors and elegant design.

AWARD: Gold
Club del Gourmet
PRIVATE BRAND: Club del Gourmet
RETAILER: El Corte Inglés
COUNTRY: Spain
CATEGORY: B1. New Brand
AGENCY: tridimage

BRIEF:
The packaging design for the Spanish retailer El Corte Inglés shows a contemporary look ald communicates the premiumness of their products. Club del Gourmet targets people keen on new and exciting consuming experiences and their visual identity must bring its spirit on every package.

CREDITS:

• El Corte Inglés Corporate Private Label Brand Manager: José Antonio Rojano
• Tridimage Account Director: Juan Carlos de Miguel
• Tridimage Design Directors: Adriana Cortese, Virginia Gines, Hernán Braberman
• Tridimage Project Manager: Guillermo Dufranc
• Tridimage Design Team: Pablo Iotti, Natalia Gioiosa

Vertex Awards III: Gold Winners

The following are the Gold Vertex Winners for the third annual competition.

AWARD: Gold
Club del Gourmet
PRIVATE BRAND: Club del Gourmet
RETAILER: El Corte Inglés
COUNTRY: Spain
CATEGORY: B1. New Brand
AGENCY: tridimage

BRIEF:
The packaging design for the Spanish retailer El Corte Inglés shows a contemporary look ald communicates the premiumness of their products. Club del Gourmet targets people keen on new and exciting consuming experiences and their visual identity must bring its spirit on every package.

CREDITS:

• El Corte Inglés Corporate Private Label Brand Manager: José Antonio Rojano
• Tridimage Account Director: Juan Carlos de Miguel
• Tridimage Design Directors: Adriana Cortese, Virginia Gines, Hernán Braberman
• Tridimage Project Manager: Guillermo Dufranc
• Tridimage Design Team: Pablo Iotti, Natalia Gioiosa

AWARD: Gold
Fresh Thyme Branding & Packaging
PRIVATE BRAND: Fresh Thyme
RETAILER: Fresh Thyme
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: The Creative Pack

BRIEF:
To develop a new private brand for Fresh Thyme. The Chicago based retailer launched 300+ products in 2015-2016. The farm horizon works as a holding device for the product title, making the brand identifiable from SKU to SKU. The sky’s color changes per SKU and each product has a custom illustration.

CREDITS:

• Director of Private Brand: Robin VanDenabeele
• Creative Director: Danielle Beal
• Designers & Illustrators: Heather Varano, Paola Ip, Corey Czer, Mark Whyte
• Project Management: Fern Serna

AWARD: Gold
C3 Hokkaido-Hamanaka Cookies
PRIVATE BRAND: C3 (C cube)
RETAILER: SUZETTE Co. Ltd.
COUNTRY: Japan
CATEGORY: B1. New Brand
AGENCY: Aizawa office

BRIEF:
Cookies using a fine butter made from high quality raw milk. A cow pattern is adopted to visualize the fresh raw milk turned to the cookie. It is in shape of a charming character using a milk bottle as a motif. When opening a box, a glass field printed inside appears to bring the feeling of a farm.

CREDITS:

• Art director :Yukihiko Aizawa
• Designer:Yukihiko Aizawa, Yuki Mori
• Director : Yurie Sumiya, China Nagata

AWARD: Gold
Pick n Pay Mid-Tier Design
PRIVATE BRAND: PnP
RETAILER: Pick n Pay
COUNTRY: South Africa
CATEGORY: B2. Redesigned Brand
AGENCY: Galileo Global Branding Group

BRIEF:
PnP’s mid-tier brand needed to be repositioned so that perception of quality, local production and satisfaction is most important. We created an ethical, natural and local South African mood using a claim in each product translated in the main four South African languages.

CREDITS:

• Design: Jens Sievert
• Executive Account: Margarida Lacerda

AWARD: Gold
Bikehut: By cyclists, for cyclists
PRIVATE BRAND: Bikehut
RETAILER: Halfords
COUNTRY: United Kingdom
CATEGORY: B2. Redesigned Brand
AGENCY: Storm Brand Design

BRIEF:
Halfords wanted to redevelop their Bikehut brand to compete with key brands in the growing cycling sector. Historically, the brand had a clinical look. However, we created an authentic and believable range that celebrates and speaks directly to the world of everyday and occasional cyclists alike.

CREDITS:

• Glyn Robinson (Creative Director)Christopher Bee (Senior Designer), Marisa Hanks (Artworker) and Alexandra Booth (Account Manager)

AWARD: Gold
Star Wars Pet Fans Collection Collectible Dog Toys
PRIVATE BRAND: Star Wars Pet Fans Collection by Petco
RETAILER: Petco and Unleashed by Petco
COUNTRY: United States
CATEGORY: B3. Licensed or Co-Brand
AGENCY: Petco Animal Supplies, Inc. In-house creative packaging team

BRIEF:
Our goal was to create standout packaging for our first in a series of Star Wars collectible dog toys. Red Luxor foil stamp and spot gloss with rainbow glitter bring iconic Star Wars light rays to life, while copy mimics the origin story, calling on rebel pets and parents to “play or display.”

CREDITS:

• Creative Director: Lorena Rios
• Graphic Design: Lindsey Schmal
• Packaging Engineer: Gregory Cypser
• Illustrator: Ben Foos
• Production: Nicholas Possedi
• Copywriter: Nancy Romps
• Product Photography: OneKreate
• Printer/Packaging Supplier: I&E Packaging, LLC
• Manufacturer: Chewbacca and Kylo Ren: Pet Party, Captain Phasma: Jincheng

AWARD: Gold
Josh Wood – Guardian of Colour
PRIVATE BRAND: Josh Wood Hair Care
RETAILER: Marks & Spencer
COUNTRY: United Kingdom
CATEGORY: B3. Licensed or Co-Brand
AGENCY: DewGibbons + Partners

BRIEF:
M&S worked with stylist Josh Wood on an exclusive range for color-treated hair. With almost no marketing support, pack design was vital. Fresh, spring-like colors and restrained, clean design echo Josh’s calm, reassuring working style. Original sales value targets smashed by +285%! ROI in 2 weeks!

CREDITS:

• Nick Vaus – Partner + Creative Director
• Matt Taylor – Designer
• Robin Munden – Production Manager
• Sara Jones – Partner + Client Services Director

AWARD: Gold
Special Moments
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: OD

BRIEF:
Jumbo Supermarkets offers during each holiday a wide range of products which suit the moment best. The design strengthens the idea of celebrating a special moment by using desigs and contemporary styling. The products look like presents instead of ‘just’ products.

CREDITS:

• Rik van der Loo (Jumbo)
• Menno Mulder (creative director, OD)
• Jurgen de Kok (designer, OD)
• Jessica Nielsen (illustrations)
• Wilkins (Photography).

AWARD: Gold
Big Spoon
PRIVATE BRAND: Big Spoon
RETAILER: ALDI
COUNTRY: Australia
CATEGORY: G10. Frozen
AGENCY: Motor Brand Design

BRIEF:
Create a new brand offering that communicates quality indulgence without the frills.

No holding back. Vibrant hues create immediate shelf appeal and easy navigation between flavour variants. Big, bold, hand-styled typography utilises onomatopoeic copy to reaffirm positioning.

CREDITS:

• Design Director – Peter Cooper
• Group Account Director – Nikki Moeschinger
• Project Manager – Alex Sinclair
• Brand Manager – ALDI Stores

AWARD: Gold
Wine with Character
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G11. Beverages: Alcoholic
AGENCY: OD

BRIEF:
The new designs are developed from the idea of giving a character to the wine. The excellent tastes of the wine enforce a suggestion of food, which they can be served with. The initials of the type of wine are delicately illustrated in culinary suggestions. The characters give character to the wine

CREDITS:

• Sabine Snijders-Simons (Jumbo)
• Iris van den Berg (Jumbo)
• Niels Alkema (OD)
• Anne-Marit van de Kuilen (OD)
• Jan van der Hoeven (Illustrations)

AWARD: Gold
Etos tea
PRIVATE BRAND: Etos tea
RETAILER: Etos
COUNTRY: Netherlands
CATEGORY: G12. Beverages: Non-Alcoholic
AGENCY: Millford

BRIEF:
Etos is the Netherlands’ best-known drugstore. Etos wanted a high-quality product that matches a natural, healthy lifestyle and which has every right to be among the store’s wellness products. Each variant needed to clearly communicate its function, favor or mood.

CREDITS:

• Millford: Tahir Idouri, Wendy Tönjes, Kim Kamperman, Sascha Balk, Ilvy van den Berg
• Etos: Ingrid van Kuilenburg, Anneloes Andringa

AWARD: Gold
COFFEE OF THE WORLD
PRIVATE BRAND: CONTINENTE GOURMET
RETAILER: SONAEMC
COUNTRY: Portugal
CATEGORY: G12. Beverages: Non-Alcoholic
AGENCY: SONAEMC

BRIEF:
The Packaging Design is ethnical chic and it was inspired on the origin of the each reference.

Because is a gourmet coffee range the predominant color is a premium black, punctuated with colorful metallic patterns that represent each source of cafe: Blue Americas, Gold Asia, cooper Africa

CREDITS:

• SONAEMC DESIGN TEAM

AWARD: Gold
Selecção Continente Cream Cheeses
PRIVATE BRAND: Selecção Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
Mainstream range: Fun and relaxed design, using vibrant colors and icons pointing to the flavor and benefits full filed with the cream cheese texture.

Premium Selection: gourmet approach, with icons based on the origins and tradition of Mediterranean flavors also with texture of cream cheese.

CREDITS:

• Sonae MC’s internal design team

AWARD: Gold
Pop!
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G9. Packaged Goods
AGENCY: OD

BRIEF:
Snacking is big in the Netherlands and beside potato chips, other concept are booming. Like popcorn. Jumbo wanted to stand out with a innovative packaging which should give you a home theater experience. Using the pop-art for pop-corn finished the design.

CREDITS:

• Sabine Snijders-Simons (Jumbo)
• Frank van der Mei (Jumbo)
• Niels Alkema (OD, Marleen van de Pol (OD)
• Richard Simonse (illustrations).

AWARD: Gold
Woolworths The Odd Bunch
PRIVATE BRAND: Woolworths The Odd Bunch
RETAILER: Woolworths
COUNTRY: Australia
CATEGORY: G9. Packaged Goods
AGENCY: Marque Brand Consultants

BRIEF:
Born of the concern for the high volume of quality fresh produce being discarded due to minor imperfections, The Odd Bunch turns slightly misshapen, blemished produce into fun characters, engaging the customer, reassuring them of the produce quality. The result: a significant drop in wasted produce.

CREDITS:

• Marque Brand Consultants-
• Lead Designer: Craig Burrows
• Account Director: Suzi Della-Pietra
• General Manager: Kay Chrystal Lord
• Photographer: Andrew Stavert
• Woolworths
• Design Specialist: Lucy Bower

 

AWARD: Gold
Pams Baked Beans & Spaghetti
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
In a landscape of cluttered, hard-to-navigate ranges, Pams Beans and Spaghetti set out to make this family favourite comforting again. Photography depicts hearty, rustic taste inspirations, while bold typography and variant color blocks create a down-to-earth personality that pops off the shelf.

CREDITS:

• Creative Director: Paula Bunny
• Senior Designer: Justine Rankine
• Photographer: Shaun Cato – Cato Photography
• Food Stylist: Jo Wilcox – Silverspoon
• Client – National Private Label Manager: Jocelyn McCallum

AWARD: Gold
Pams Popcorn
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams Popcorn is filled to the brim with old-fashioned charm and the ‘popcorn promise’ of good times and sharing. A natural palette of simply-patterned papers formed the backdrop for the iconic tub silhouette, featuring handcrafted type on a unique and distinctive range.

CREDITS:

• Creative Director: Paula Bunny
• Senior Designer: Justine Rankine
• Illustrator: Stephanie Baxter
• Client – National Private Label Manager: Jocelyn McCallum

AWARD: Gold
Pams Honey
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams Honey has cleverly avoided printing limitations and successfully created a well-crafted, charming range! Variants feature unique botanical illustrations on creamy-golden pots with a playful busy bee signing off, creating a warm and approachable look to set Pams apart from the competition.

CREDITS:

• Creative Director: Paula Bunny
• Designer: Debbie Hyde
• Illustrator: Debbie Hyde
• Client – National Private Label Manager: Jocelyn McCallum

AWARD: Gold
Pams Ice Cream cones
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams set out to celebrate the ice cream cone in a fun, contemporary way evoking nostalgia for all ages. Retro product name 
typography, irresistible-looking photography and a soft palette of sweet colors sets the Pams range apart from the competition, which specifically targets young children.

CREDITS:

• Creative Director: Paula Bunny
• Senior Designer: Justine Rankine
• Photographer: Shaun Cato – Cato Photography
• Food Stylist: Jo Wilcox – Silverspoon
• Client – National Private Label Manager: Jocelyn McCallum

AWARD: Gold
Brookshire Spices
PRIVATE BRAND: Brookshire
RETAILER: Brookshire
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Galileo Global Branding Group

BRIEF:
The creative goal was to appeal to foodies and culinary enthusiasts with a clean and crisp premium look.  The design accomplished this by using the slate/natural “tag” as the focal point, while keeping the Brookshire logo an equally prominent part of the architecture.

CREDITS:

• Creative Director and Designer: Galileo Global Branding Group

AWARD: Gold
Yardworks Brand Revitalization
PRIVATE BRAND: Yardworks
RETAILER: Canadian Tire
COUNTRY: Canada
CATEGORY: H15. Home Improvement
AGENCY: Jackman Reinvents

BRIEF:
The Yardworks brand packaging was completely overhauled to create a strong yet approachable concept focused on easy customer decision making. The design includes a special treatment to call out innovative product features. The result is increased sales and improved quality perception for the brand!

CREDITS:

Canadian Tire Team:

• Anthony Wolf – AVP, Private Label Brands
• Neema Shah – Brand Manager, Private Label brands
• Tracy Platt – Brand Development Manager
• Norm Green – Packaging Team Lead
• CTR Product Development Team

Jackman Reinvents Team:

• Brand Designer- Christian Hanson
• Production Artist- Robert Snider
• VP Creative Director, Brand & 360 Design- Michelle Donnelly
• Director, Brand Planning- Raymond Ludwin

AWARD: Gold
Personnelle Training Pants
PRIVATE BRAND: Personnelle
RETAILER: The Jean Coutu Group (PJC) Inc.
COUNTRY: Canada
CATEGORY: P5. Health Care
AGENCY: Cabana Séguin inc.

BRIEF:
House brand skus created to compete with the Canadian national brands. Designed to attract a multi-ethnic group of parents, while making it more exciting for kids to wear the product. The most important info is repeated on 4 of the 6 sides to ensure that it’s recognizable however it is stocked.

CREDITS:

• Creative Director: Martine Gadbois
• Art Director: Sandrine Henkinbrant
• Graphic Designer: Stéphane Geoffrion
• Account Manager: Andrea Lange0
• Supplier: Homéocan

Vertex Awards III: Silver Winners

The following are the Silver Vertex Winners for the third annual competition.

AWARD: Silver
Fresh Thyme ORGANIC Branding & Packaging
PRIVATE BRAND: Fresh Thyme
RETAILER: Fresh Thyme
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: The Creative Pack

BRIEF:
To develop an Organic tier of private brand for Fresh Thyme. The Organic products use the same farm horizon design as the Standard products, but with a green color scheme. This design also uses a green version of the logo with the word ‘Organic’ set in white to maximize differentiation on shelf.

CREDITS:

• Director of Private Brand: Robin VanDenabeele
• Creative Director: Danielle Beal
• Designers & Illustrators: Heather Varano, Paola Ip, Corey Czer, Mark Whyte
• Project Management: Fern Serna

AWARD: Silver
Harmons Premium
PRIVATE BRAND: Harmons Premium
RETAILER: Harmons Grocery
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: Mighty Fudge Studios

BRIEF:
We designed a versatile design architecture for Harmons  premium tier. The design is flexible & works on a diverse group of products & package formats. With limited budgets, we developed a dynamic shelf block with stock photography without compromising the premium look & quality of the product line.

CREDITS:

• Kimberly Mallek, Art Director
• Michael Miller, Designer
• Ava Gretzinger, Designer
• Julia Reck, Designer
• Tara Haynie, Marketing Director
• Sarah Adams, Marketing Manager
• Gordan Welch, Sales Director Private Label

AWARD: Silver
BJs Berkley Jensen
PRIVATE BRAND: Berkley Jensen
RETAILER: BJs
COUNTRY: United States
CATEGORY: B2. Redesigned Brand
AGENCY: CBX

BRIEF:
Through a massive brand consolidation effort, the new design consists of a new ID & pack design to communicate beneficial features of each product. New photography, logos, fonts & other visual/narrative elements educate Members on how these products meet their needs of value,  selection and quality.

CREDITS:

• CBX

AWARD: Silver
Lucerne Dairy Farms
PRIVATE BRAND: Lucerne Dairy Farms
RETAILER: Safeway
COUNTRY: United States
CATEGORY: B2. Redesigned Brand
AGENCY: Trinity Brand Group

BRIEF:
We were tasked to create a timeless and relevant look for its fragmented private label dairy brand.  The new packaging would need to be iconic yet flexible enough to create a memorable brand impression across the 475 skus and 20 categories it spans.

CREDITS:

• Creative Director: Paul Kagiwada
• Senior Designer: Mike Johnson
• Photographer: Mark Rogers

AWARD: Silver
Candy Stripes Color Paper
PRIVATE BRAND: Office Depot Brand
RETAILER: Office Depot Office Max
COUNTRY: United States
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: Office Depot Inc. – Private Brand Creative

BRIEF:
Our new approach of quarterly promotional private brand packaging makes package, messaging & the product work together, creating an engaging & feel-good experience. The bright paper colors get a fun holiday look in a holiday candy boutique inspired design and sweet color names.

CREDITS:

• Creative Director: Mary Sarlo Carmichael
• Design Manager: Marjolijn Chung-Elbert
• Production Designers: Felix Muniz, Erica Englund
• Release Artist: Terry Coffy, Rodrigo Patino & Maximus Kahng
• Copywriter: Christa Sands
• Print Management: Sharon Gross & James Dobos
• Program Manager: Casey Makel

AWARD: Silver
Bootique Halloween Shop
PRIVATE BRAND: Bootique
RETAILER: Petco and Unleashed by Petco
COUNTRY: Netherlands
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: Petco Animal Supplies, Inc. In-house creative packaging team

BRIEF:
Bootique is our Halloween seasonal shop that sells pet costumes, accessories and toys. Our goal was to delight customers with exaggerated colors, and Day of the Dead-themed elements. Each product has a playful, Halloween-inspired name to get pet parents in the spirit of the holiday!

CREDITS:

• Creative Director: Lorena Rios
• Graphic Design: Lindsey Schmal
• Production: Lindsey Schmal and Nicholas Possedi
• Copywriter: Lauren Ventura
• Product photography: OneKreate
• Printer/Packaging Supplier: Fenghua Sinso Paper Products Manufacturing Co.,Ltd
• Manufacturers: Plush Toys and Dog Costumes: Pet Party, Light-up Toy: Sincere, Cat Costumes: Taiwan AiDi, Dog Treats: Foppers

AWARD: Silver
Fresh Frozen vegetables
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: G10. Frozen
AGENCY: OD

BRIEF:
Frozen goods are not only very convenient, products like vegetables are extremely healthy when the are harvested and frozen directly. The new design for the frozen veggies reflect a fresh pack by using information for credibility combined with outstanding fresh photography.

CREDITS:

• Frank van der Mei (Jumbo)
• Niels Alkema (OD)
• Marleen van de Pol (OD)
• Wilkins (Photography)

AWARD: Silver
Little Spoon
PRIVATE BRAND: Little Spoon
RETAILER: ALDI
COUNTRY: Australia
CATEGORY: G10. Frozen
AGENCY: Motor Brand Design

BRIEF:
The product offers a clean, fresh and healthier indulgence with a pleasing minimalist design that effortlessly stands out in the freezer. The packs lend cues from interior design trends, with tonal patterning to keep the message fun. Balance, a key factor in healthy indulgence, is emphasized.

CREDITS:

• Design Director – Peter Cooper
• Group Account Director – Nikki Moeschinger
• Project Manager – Alex Sinclair
• Brand Manager – ALDI Stores

AWARD: Silver
Fresh Thyme Frozen Pizzas
PRIVATE BRAND: Fresh Thyme
RETAILER: Fresh Thyme
COUNTRY: United States
CATEGORY: G10. Frozen
AGENCY: The Creative Pack

BRIEF:
To create packaging for a range of Italian imported frozen pizzas that follows the established brand guidelines. Using a specific flat illustration-style to depict delicious, appetizing pizza was challenging but now helps the range stand out from a crowd of photographic solutions.

CREDITS:

• Director of Private Brand: Robin VanDenabeele
• Creative Director: Danielle Beal
• Designers & Illustrators: Heather Varano, Mark Whyte
• Project Management: Fern Serna

AWARD: Silver
Gestus Æbleskiver
PRIVATE BRAND: Gestus
RETAILER: Dagrofa
COUNTRY: Denmark
CATEGORY: G10. Frozen
AGENCY: Kontrapunkt

BRIEF:
The client asked for a unique packaging design for their traditional Danish round danish pancakes – ”æbleskiver”. The design is inspired by the jovial spirit of home comfort and recipe books, through playful, circular design elements, a vibrant color scheme and a lively and inviting photo style.

CREDITS:

• Brand Manager: Pernille Kiss Larsen
• Project Manager: Ann Holm Pedersen
• Designer and photographer: Martin Højer Kofod
• Illustration: Sophia Schack Axelsen
• Food styling and artwork: Ditte Sondej

AWARD: Silver
M 100% Pure Arabica Single Origin Coffee
PRIVATE BRAND: M
RETAILER: Makro
COUNTRY: South Africa
CATEGORY: G12. Beverages: Non-Alcoholic
AGENCY: Daymon Worldwide

BRIEF:
Coffee is a trendy category, and artisan packaging is breaking new ground. Daymon Worldwide is proud to present M Coffee, a select range of 100% Arabica, single origin coffees, available in ground and beans.  Daymon went back to coffee’s origins, by incorporating a more ethnic feel on the packaging.

CREDITS:

• Francesca Civico – M Brand Manager, Daymon Worldwide
• Andre Lombard – Head of Design: Daymon Worldwide Massmart Account

AWARD: Silver
Pick n Pay Fresh Design
PRIVATE BRAND: PnP
RETAILER: Pick n Pay
COUNTRY: South Africa
CATEGORY: G8. Fresh
AGENCY: Galileo Global Branding Group

BRIEF:
The challenge was to drive PnP’s mid-tier brand to a new positioning where the perception of quality, local production and satisfaction is most important. We created an ethnical, natural and local mood, with vivid colors, to connect the consumer to a South African mood using a claim in 4 languages.

CREDITS:

• Design: Sigbjorn Gjennestad
• Illustrations: Aleksandra Szmak / Jens Sievert
• Account Executive: Margarida Lacerda / Inês Santos

AWARD: Silver
Sobeys Chuck Burgers
PRIVATE BRAND: Sobeys
RETAILER: Sobeys
COUNTRY: Canada
CATEGORY: G8. Fresh
AGENCY: Fish out of Water Design

BRIEF:
Launching a premium, fresh pre-made burger program to drive trail and habitual purchase. Craft paper background emphasizes the freshness by evoking trustworthy family approach, silhouettes of the animals allow for easy recognition and SKU differentiation. Sleeve format provides product visibility.

CREDITS:

• Brand Manager: Bonnie McCrone
• Art Director: Charlene Codner
• Designer: Janet New
• Account Supervisor: Jennifer Harvey
• Production Manager: Todd Monk

AWARD: Silver
AH Excellent dry sausages
PRIVATE BRAND: AH Excellent dry sausages
RETAILER: Albert Heijn
COUNTRY: Netherlands
CATEGORY: G8. Fresh
AGENCY: Millford

BRIEF:
The handdrawn illustrations, give the sausages a personal style, and bring two crafts together. The end result is a range of delicious sausages with a traditional, surprising and unique label. A nice example where product packaging concept and design go hand in hand and reinforce each other.

CREDITS:

• Millford: Jobert van de Bovenkamp, Sascha Balk
• Albert Heijn: Joost van Haasteren
• Illustrator: Fred van Deelen

AWARD: Silver
Continente Fresh Herbs in a Pot
PRIVATE BRAND: Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
A new range of aromatic fresh herbs in pots with a romantic garden packaging concept noted by the kraft wrap with embroideries; the strong and colorful product name identification and the hand-made block typography. Tied around the pot there are a tags with the caring and keeping instructions.

CREDITS:

• Sonae MC’s internal design team

AWARD: Silver
Continente Sliced Bread Range
PRIVATE BRAND: Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
A sliced bread range with solid colors to differentiate the products and dialog boxes to apply  the direct speech in a short and smart way to naming and praising the product’s attributes: “The Classic – Love at first bite”. The transparency in the front and basis was achieved in a sliced-type way.

CREDITS:

• Sonae MC’s internal design team

AWARD: Silver
Selecção Continente “The breed’s flavor”
PRIVATE BRAND: Selecção Continente
RETAILER: Sonae MC
COUNTRY: Portugal
CATEGORY: G8. Fresh
AGENCY: Sonae MC’s internal design team

BRIEF:
A superior range of meat products with an attractive packaging that makes the consumers connect whit the breeds and its origin. We use a cardboard sleeve packaging and developed a graphic concept based on a black background and a distinctive photograph of each breed animal in the foreground.

CREDITS:

• Sonae MC’s internal design team

AWARD: Silver
Woolworths Delicious Nutritious with Michelle Bridges
PRIVATE BRAND: Woolworths Delicious Nutritious with Michelle Bridges
RETAILER: Woolworths
COUNTRY: Australia
CATEGORY: G8. Fresh
AGENCY: Marque Brand Consultants

BRIEF:
Woolworths worked with Australian celebrity Personal Trainer, Michelle Bridges, to develop a new range of frozen ready meals. The design reflects the brand proposition – genuine balanced nutrition from quality fresh ingredients. The result: category is growing steadily, and attracting new customers.

CREDITS:

• Marque Brand Consultants
• Lead Designer: Craig Burrows
• Creative Director: Dan Bray
• Account Manager: Mariella Menato
• General Manager: Kay Chrystal-Lord
• Photographer: Andrew Stenvert
• Stylist: Sunny Kang
• Woolworths Design Specialist: Ashleigh Fedele

AWARD: Silver
Sensations by Compliments Chilean Olive Oil
PRIVATE BRAND: Sensations by Compliments
RETAILER: Sobeys
COUNTRY: Canada
CATEGORY: G9. Packaged Goods
AGENCY: Fish out of Water Design

BRIEF:
To grow awareness, convey the premium quality and inspire trial of the Chilean olive oil.  Design uses a clear label for clean look on shelf, has stylized product naming, short romance copy for easy understanding of the product without clutter. Simple line illustration aids in recognition.

CREDITS:

• Brand Manager: Bonnie McCrone
• Art Director: Charlene Codner
• Account Supervisor: Jennifer Harvey
• Production Manager: Todd Monk

AWARD: Silver
Compliments Licorice
PRIVATE BRAND: Compliments
RETAILER: Sobeys
COUNTRY: Canada
CATEGORY: G9. Packaged Goods
AGENCY: Fish out of Water Design

BRIEF:
Introduce Compliments Licorices to compete with national brands in taste and quality and take market share. Designed to appeal to children & adults using bright, energetic patterns. Unique, fun, illustrations pop the product from the line up, draws the eye to the product window and appeal to kids.

CREDITS:

• Brand Manager: Bonnie McCrone
• Art Director: Charlene Codner
• Designer: Alice Krechowicz
• Illustrator: Tim Murray
• Account Supervisor: Jennifer Harvey
• Production Manager: Todd Monk

AWARD: Silver
Pams Snacking Nuts
PRIVATE BRAND: Foodstuffs Own Brand
RETAILER: Foodstuffs Own Brand
COUNTRY: New Zealand
CATEGORY: G9. Packaged Goods
AGENCY: Brother Design

BRIEF:
Pams Snacking Nuts needed stand-out and credibility against two main nature-focused competitors. The solution took rich taste cues up a notch, while retaining the brands’ down-to-earth honesty. Modern black packs, delicious photography & hand-painted type created a ‘no fuss’, contemporary design.

CREDITS:

• Creative Director: Paula Bunny
• Designer: Paula Bunny
• Photographer: Shaun Cato – Cato Photography
• Food Stylist: Jo Wilcox – Silverspoon
• Client – National Private Label Manager: Jocelyn McCallum

AWARD: Silver
Fresh Direct, Just Maple Syrup
PRIVATE BRAND: Just
RETAILER: Fresh Direct
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Galileo Global Branding Group

BRIEF:
This design has a special, ownable and artisan feel. The hand-rendered typography speaks to the attention to detail in creating this product. The coloration and design elements will standout in the unique shopping environment and speak to an authentic, special product.

CREDITS:

• Creative Director: Lee Gobbi
• Designer: Tiffany London

AWARD: Silver
Irresistibles Facial Tissues
PRIVATE BRAND: Irresistibles
RETAILER: Metro
COUNTRY: Canada
CATEGORY: P5. Health Care
AGENCY: St. Joseph Communications

BRIEF:
To position Irresistibles premium facial tissues as elevated decor accents, in line with fashion colors and home décor trends for the coming year. The upmarket designs feature illustrations by international artists, expressing joyful contemporary sophistication, crafted to appeal from any angle.

CREDITS:

• Design and Branding Creative Direction at Metro: Eric Gagnon
• Agency: St. Joseph Communications Content Group
• Designer (St. Joseph): Creeshla Hewitt
• Creative Director (St. Joseph): Dennis Benoit
• Illustration: Nathalie Taylor, Patricia Pino
• Prepress: SGS International
• Supplier: Kruger Products L.P.

Vertex Awards III: Bronze Winners

b loved
PRIVATE BRAND: b loved
RETAILER: Big Lots!
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: Big Lots

BRIEF:
Create a baby brand that connects with mothers emotionally, offering best-in-class diapers, wipes and toiletries.

The solution embodies this emotional connectedness; heart to heart,  the full circle of life that goes into caring and nurturing a mother’s baby. Red heart-Passion/love, Green-Nurture.

CREDITS:

• Concept/Design: Big Lots! Own Brand Package Design Group
• Production Art: Big Lots! Own Brand Package Design Group
• Photography: Kreber
• Buyers: Mark McClurg and Ashley Harple

Tempting Mediterranean Beauty Secrets
PRIVATE BRAND: Les tentations Mediterraneennes (“Mediterranean Temptations”)
RETAILER: Guardian
COUNTRY: Malaysia, Singapore
CATEGORY: B1. New Brand
AGENCY: Muse Creative

BRIEF:
Among Asian consumers, the Mediterranean is a desirable location famous for its rich culture of beauty. Les Tentations Mediterraneenes unlocks these revered beauty secrets thanks to a tempting formulation with natural local ingredients, featuring luxurious, pampering and stimulating products.

CREDITS:

• Client lead: Elyse Lee Mee Ling, Segolene Defline
• Design lead: Iris Lee (Muse Creative)

Dreaming of Biscuits
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: B1. New Brand
AGENCY: OD

BRIEF:
With the good spirit of the Dutch habit in mind of serving a biscuit with coffee and tea, Jumbo had a desire to redesign the range of PL biscuits. The new designs are playful, share on the proposition of each cookie / biscuit with a touch of dreaming. Because the pleasure of eating starts before.

CREDITS:

• Sabine Snijders-Simons (Jumbo)
• Frank van der Mei (Jumbo)
• Heide Boersma (OD)
• Menno Mulder (OD)
• Jurgen de Kok (OD)
• Merel van Tellingen (OD)
• Bodil Jane (Illustrations)
• Peek Creative Images (Photography)

 Mundo Verde
PRIVATE BRAND: Mundo Verde
RETAILER: Rede Brasileira de bem estar franquia de estabelecimento comerciais LTDA
COUNTRY: Brazil
CATEGORY: B1. New Brand
AGENCY: Eba Design Gráfico

BRIEF:
Healthy living and wellness.This is the concept of the new visual identity of the brand itself Mundo Verde(Green World) Selection,from Mundo Verde franchise network. With stripes in vivid colors,designating the product, appealing photos, and the exclusivity seal, packaging stand out at point of sale

CREDITS:

• Photographer – shutterstock
• Art Director – Igor Kenzzo
• Brand Manager – Eloysa Maiworm, Flavia Morais, Marcelo Cavalhero
• Agency – Eba Design

Member’s Mark Electronics
PRIVATE BRAND: Member’s Mark
RETAILER: Sam’s Club
COUNTRY: United States
CATEGORY: B1. New Brand
AGENCY: Rouge 24, Inc.

BRIEF:
The packaging of this totally new line features metallic inks and foils, three-dimensional effects and graphic red light energy waves for a high-tech feel. The majority of product information appears on the back of the packaging for a simple, clean and easily accessible appearance.

CREDITS:

• Senior Brand Manager at Sam’s Club : Flemming Aase
• Creative Director : Michael Schmidt
• Designer : Bri Bigaouette

 

La Anónima Kids
PRIVATE BRAND: La Anónima Kids
RETAILER: La Anónima
COUNTRY: Argentina
CATEGORY: B1. New Brand
AGENCY: tridimage

BRIEF:
La Anónima is one of the largest retailers in Argentina. The LA KIDS package design delivers humor to attract its main target while delighting parents who make the purchase decision. Each illustrated scene gives a new meaning to the product in a playful and colorful way.

CREDITS:

• La Anónima Private Brand Manager: María Victoria Mariani
• Tridimage Design Directors: Adriana Cortese, Virginia Gines, Hernán Braberman
• Tridimage Project Manager: Guillermo Dufranc
• Tridimage Design Team: Karin Beck, Diego Jiménez
• Illustrator: Nicolás Abatemarco

 Etos perfume
PRIVATE BRAND: Etos perfume
RETAILER: Etos
COUNTRY: Netherlands
CATEGORY: B1. New Brand
AGENCY: Millford

BRIEF:
Etos’s first fragrance! Four delicious eau de toilettes, designed by a renowned perfume house and with ingredients of the highest quality. The design answers the fragrances: high quality and seduction. A gift worthy packing for a nice price!

CREDITS:

• Millford: Tahir Idouri, Wendy Tönjes, Heidi Boersma, Sascha Balk & Ilvy van den Berg
• Etos: Ingrid van Kuilenburg, Anneloes Andringa

Priority Total Pet Care
PRIVATE BRAND: Priority Total Pet Care
RETAILER: Safeway
COUNTRY: Untied States
CATEGORY: B2. Redesigned Brand
AGENCY: Trinity Brand Image

BRIEF:
We were asked to develop a new identity and design that would bring credibility, authority and shelf pop to its previously generic looking 7-category private label pet care brand. The redesigned identity is centered around a rich navy blue shield brandmark that exudes strength and seriousness.

CREDITS:

• Creative Director: Paul Kagiwada
• Senior Designer: Mike Johnson
• Photographer: Mark Rogers

AH Biologisch
PRIVATE BRAND: AH Biologisch
RETAILER: Albert Heijn
COUNTRY: Netherlands
CATEGORY: B2. Redesigned Brand
AGENCY: Millford

BRIEF:
The redesign of puur&eerlijk to a biological brand which is accessible to a wider audience. The design connects  the idea of ‘purely natural’ with the temptation of delicious flavors. The design is translated into the entire range, which consists of hundreds of honest and sustainable products.

CREDITS:

• Millford: Tahir Idouri, Jobert van de Bovenkamp, Marco de Meijer, Wouter Stroo, Sascha Balk, Ilvy van den Berg
• Albert Heijn: Floor Derksen, Jelka Molenaar, Mirte Huizinga
• Photography: Studio Tobias Raymond

BJs Wellsley Farms
PRIVATE BRAND: Wellsley Farms
RETAILER: BJs
COUNTRY: United States
CATEGORY: B2. Redesigned Brand
AGENCY: CBX

BRIEF:
Through a massive brand consolidation effort, the new design consists of a new ID & pack design to communicate high quality sourcing. New photography, logos, fonts & other visual/narrative elements educate Members on how these products meet their needs of value, freshness, selection and quality.
CREDITS:

• CBX

Frozen Vegetables
PRIVATE BRAND: Kroger
RETAILER: The Kroger Co,
COUNTRY: Unites States
CATEGORY: B2. Redesigned Brand
AGENCY: The Kroger Co

BRIEF:
Refresh of the Kroger Brand in the Frozen Vegetable Category
CREDITS:

• Kroger Corporate Brands Team

 Ketchup and Mustard
PRIVATE BRAND: Kroger Brand
RETAILER: The Kroger Co,
COUNTRY: Unites States
CATEGORY: B2. Redesigned Brand
AGENCY: The Kroger Co

BRIEF:
Refresh of the Kroger Brand Ketchup and Mustard category.

CREDITS:

• Kroger Corporate Brands Team

Canned Vegetables
PRIVATE BRAND: Kroger Brand
RETAILER: The Kroger Co.
COUNTRY: Unites States
CATEGORY: B2. Redesigned Brand
AGENCY: The Kroger Co

BRIEF:
Refresh of the Kroger Brand Canned Vegetable category.

CREDITS:

• Kroger Corporate Brands Team

Expressi Range
PRIVATE BRAND: Expressi
RETAILER: ALDI
COUNTRY: Australia
CATEGORY: B2. Redesigned Brand
AGENCY: Motor Brand Design

BRIEF:
Advances in pod technology are reflected in the Expressi revitalisation while maintaining brand recognition. Focus is shifted from product education to emotion, driving appetite appeal. Pre-existing designs are embellished with foiling, new photography and embossing to add depth.

CREDITS:

• Design Director – Peter Cooper
• Group Account Director – Nikki Moeschinger
• Project Manager – Alex Sinclair
• Brand Manager – ALDI Stores
• Photographer – Rick Lee

Annecy Mid-Tier Essence Extension
PRIVATE BRAND: Annecy
RETAILER: Mannings (Hong Kong)
COUNTRY: Hong Kong
CATEGORY: B2. Redesigned Brand
AGENCY: Passionfruit Asia Ltd.

BRIEF:
Create a better tier offering for ANNECY – higher quality, more precious, more premium than the base line. Sourced from Japan, the design is clean and premium, with modern colors and a distinctive, white bottle & dropper, connecting with Asian women seeking high performance at a good value.

CREDITS:

• Client Lead: Ms Segolene Defline
• Brand Management: Ms Wency Kwok/Mr. Timothy Lo
• Project Leadership: Mr. Craig Briggs
• Brand Strategy: NaO Design Trends
• Graphic Design: Ms Harumi Kubo

Newway
PRIVATE BRAND: Newway
RETAILER: C.I.V. Superunie B.A.
COUNTRY: Netherlands
CATEGORY: B2. Redesigned Brand
AGENCY: Yellow Dress Retail

BRIEF:
Research has shown that Superunie’s private feminine hygiene brand, Newway, needed a revamp. The old design was considered outdated, had poor variant differentiation, and was losing market share. The new packaging and logo stand out on shelf and communicate an equivalent national brand quality.
CREDITS:

• Superunie: Janneke van der Heijden, Leonie Peters, Anouk Planting
• Illustration: Sugarworks, Willemijn de Lint
• Yellow Dress Retail: Barbara van der Hoorn, Lisanne Snoek

Multipurpose Paper Box
PRIVATE BRAND: Office Depot Brand
RETAILER: Office Depot Office Max
COUNTRY: United States
CATEGORY: B4. Holiday or Limited Edition Private Brand
AGENCY: Office Depot

BRIEF:
Our new approach of quarterly promotional private brand packaging make package, messaging & the product work together, creating an engaging & feel-good experience. The design encourages the customer to re-use the pretty box after the paper is done for another purpose.

CREDITS:

• Creative Director: Mary Sarlo Carmichael
• Design Manager: Marjolijn Chung-Elbert
• Senior Production Manager: Carmine Longo
• Production Designers: Felix Muniz, Erica Englund
• Release Artist: Terry Coffy, Rodrigo Patino & Maximus Kahng
• Copywriter: Benjamin Lippel & Christa Sands
• Print Management: Sharon Gross & James Dobos
• Program Manager: Casey Makel

Irresistibles Frozen Treats
PRIVATE BRAND: Irresistibles
RETAILER: Metro
COUNTRY: Canada
CATEGORY: G10. Frozen
AGENCY: St Joseph Communications

BRIEF:
Visual cues of artisanal craft and quality ingredients target adults seeking an exceptional experience beyond everyday frozen treats. The presentations highlight the products’ premium appeal and set a new standard for the category.

CREDITS:

• Design and Branding Creative Direction at Metro: Eric Gagnon
• Agency: St. Joseph Communications Content Group
• Designer (St. Joseph): Creeshla Hewitt
• Creative Director (St. Joseph): Dennis Benoit
• Photographer: TILT
• Prepress: SGS International
• Supplier: Aliments Lebel

WinCo Foods Pet Food
PRIVATE BRAND: WinCo Foods
RETAILER: WinCo Foods
COUNTRY: Untied States
CATEGORY: G13. Pet Products: food and accessories
AGENCY: Marketing by Design

BRIEF:
Proving the elasticity of the new WinCo brand, this range of Pet Foods is driven by a concise claim hierarchy, multiple on-shelf display possibilities, and did we mention a bunch of cute cats and dogs?

CREDITS:

• Production Director: Richard Taylor
• Creative Director: Steve Martin
• Designers: Kailen Eaker & Tracy LeMere
• Account Director: Maria Dubuc
• Private Label Director: Sasha Tsaryuk
• Production Art & Content Management: Kim Burns & Roger Calado

Imagitarium Products
PRIVATE BRAND: Imagitarium
RETAILER: Petco
COUNTRY: United States
CATEGORY: G13. Pet Products: food and accessories
AGENCY: Petco

BRIEF:
Our goal was to illuminate the beauty of aquariums and terrariums, using blues for aquariums and yellows/oranges for terrariums. Product sits center stage with a sun’s rays shining through it, which has a dream-like effect. Copy is playful and informative on side and back panels.

CREDITS:

• Agency: Petco Animal Supplies, Inc. In-house creative packaging team
• Creative Director: Lorena Rios
• Graphic Design: Lindsey Schmal
• Production: Joe Beland
• Copywriter: Lauren Ventura and Jackie Hade
• Photography: OneKreate
• Product photography: OneKreate
• Manufacturers/Packaging Suppliers: Aquariums: Kollercraft, Moss: Shanghai Grandware, Reptile Clippers: Engreat

Sweet P’s Ready-To-Eat Pies
PRIVATE BRAND: Sweet P’s Bake Shop
RETAILER: Topco Associates
COUNTRY: Untied States
CATEGORY: G8. Fresh
AGENCY: Topco Associates

BRIEF:
Went from basic, unprinted carton, to something incorporated into members’ bakery brand Sweet P’s Bake Shop. Designed to drive awareness from 10ft away, targeting impulse buys from the deli line. Scalloped window frames product, kraft paper evokes bakery/farmers’ market feel.

CREDITS:

• Creative Director: Shelbi Sturges
• Designer(s): Shelbi Sturges; Kathy Kolba
• Production: Neil Lorentzen
• Brand Manager : Katie Kraus

SIWA Cheeses
PRIVATE BRAND: SIWA
RETAILER: Suomen Lähikauppa
COUNTRY: Finland
CATEGORY: G8. Fresh
AGENCY: Galileo Global Branding Group

BRIEF:
Market trends & product features combine to create a different concept for each cheese – resulting in variety on shelf for the small neighborhood stores. Each concept is driven from the product characteristics, origin, taste or way to consume. Result is 17 similar cheeses with different designs.

CREDITS:

• Creative Direction: Jens Sievert
• Design: Ines Batista
• Project Manager: Margarida Lacerda

Fresh Soup
PRIVATE BRAND: ASDA Supermarket
PRIVATE BRAND: ASDA Supermarket
COUNTRY: United Kingdom
CATEGORY: G8. Fresh
AGENCY: Brandhouse

BRIEF:
Create a range that appeals to two very different audiences – the traditionalist who will buy the same thing week after week and the adventurous who’s willing to try something new and a bit different. A restricted print process meant the illustrations had to work hard to communicate freshness.

CREDITS:

• Designer – Khrissie Farrands and Sadia Roberts
• Creative Director – Gavin Greenhalf
• Account Director – Amy Casey

 

Wegmans Apple Sauce Pouches
PRIVATE BRAND: Wegmans Food You Feel Good About
RETAILER: Wegmans
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Strategia Design

BRIEF:
Each element on the package evokes a sense of fun, mixing photography (real fruit product) and illustration with gestural strokes on a textural background. The product structure is positioned toward the active child on-the-go with 3 delicious flavors.

CREDITS:

• Deborah Ginsburg
• Candy Piemonte
• Kurt Scaggs
• Dave Harrington
• Kerry Smyth
• Tracy Price

Irresistibles BBQ Sauces & Marinades
PRIVATE BRAND: Irresistibles
RETAILER: Metro
COUNTRY: Canada
CATEGORY: G9. Packaged Goods
AGENCY: St. Joseph Communications

BRIEF:
We differentiate Irresistibles with a new line of flavor-intense marinades and grilling sauces that consumers can use to create unique food experiences. Bold designs featuring colour-coded woodblock style typography on contemporary rustic backgrounds communicate the bold flavor profiles.

CREDITS:

• Design and Branding Creative Direction at Metro: Eric Gagnon
  Agency: St. Joseph Communications Content Group
  Designer (St. Joseph): Creeshla Hewitt
  Creative Director (St. Joseph): Dennis Benoit
  Illustrations: Gary Bullock
  Prepress: SGS International
  Supplier: ED Smith Foods

ICA Nuts
PRIVATE BRAND: Le Snack
RETAILER: ICA Norway
COUNTRY:
CATEGORY: G9. Packaged Goods
AGENCY: Galileo Global Branding

BRIEF:
An assortment of snacks for the grab and go section. The idea was to  create a simple and direct design with a good quality perception.

CREDITS:

• Design: Sigbjorn Gjennestad

Appetisers for everyone
PRIVATE BRAND: CONTINENTE
RETAILER: SONAEMC
COUNTRY: Portugal
CATEGORY: G9. Packaged Goods
AGENCY: SONAEMC

BRIEF:
The Packaging Design is clean and done with the use of sketch lines, turning them into a cartoon drawing with an unique language. The different sketches for each flavour give a story to the product on the shelf.

Each reference presents a different scene.

CREDITS:

• SONAEMC DESIGN TEAM

Jumbo Vitamins
PRIVATE BRAND: Jumbo
RETAILER: Jumbo Supermarkten N.V.
COUNTRY: Netherlands
CATEGORY: P5. Health Care
AGENCY : OD

BRIEF:
Jumbo has a desire to be of service for its customers in any segment. The new range of health products contain a assortment of vitamins. The design is typical Jumbo-style and it is the essence of the products itself. The bright colors, clear hierarchy and medicinal elements ensure the benefits.

CREDITS:

• Frank van der Mei (Jumbo)
• Jurgen de Kok (OD)
• Frederieke van Leeuwen (OD)
• Rolf de Bakker (image manipulation).

BABY WORLD AND DREAM
PRIVATE BRAND: MYLABEL
RETAILER: SONAEMC
COUNTRY: Portugal
CATEGORY: P6. Body Care
AGENCY: SONAEMC

BRIEF:
Dreaming begins!

We divide the range in two designs, baby world and baby dream. Baby world use bright colours and animals and suits daily use baby products.

Baby dream is mainly lilac colour with sleeping animals and is a range of produts with calming agents that help the baby to sleep.

CREDITS:

• SONAEMC DESIGN TEAM

Roundy’s
PRIVATE BRAND: Roundy’s
RETAILER: Roundy’s
COUNTRY: United States
CATEGORY: G9. Packaged Goods
AGENCY: Equator Design

BRIEF:
Create a private brand to live the same brand message as retail space. Inject creativity, personality and clear point of difference from national brand. Solution: create packaging as good as the food tastes and strong flexible identity, so products reflect each category and speak with personality.

CREDITS:

Tortilla Chips

• Designer: Martin Orme
• Creative Director: Jennifer Gaeto
• Account Manager: Bridget Lehrke

Potato Chips:

• Designer: Brett Anderson
• CD: Jennifer Gaeto
• AM: Bridget Lehrke

Kettle Chips:

• Designer: Martin Orme
• Creative Director: Michael Duffy
• Account Manager: Bridget Lehrke