Awarding Private Brand Excellence

Categorized | Columns, Features

Posted on 21 September 2013

By / Christopher A. Durham: President & Chief Strategist, My Private Brand

I am excited to announce My Private Brand has partnered with my friend and colleague Phillip Russo and his magazine, Global Retail Brands, to launch the first of its kind international Private Brand design competition.

Vertex: the highest point of something; apex or summit.

We chose the name because it exemplifies our vision for the competition and our hope for Private Brand. Our goal is to push the industry forward and set a new standard for the recognition of superior design and great retailer owned brands. It is time to stop rewarding mediocrity and encourage greatness. In conjunction with this, we are proud to have worked with the international design firm Pemberton & Whitefoord (P&W) to create the identity for the contest. Their work has created an aspirational tone and sets the standard for the competition.

The Vertex Awards are the only global competition devoted exclusively to the art of Private Brand package design. The competition is open to retail owned brands from every country in the world and all channels of trade. Retailers, agencies, consultants, graphic design firms, manufacturers and brokers are all welcome to submit their Private Brand entries.

For the inaugural competition, winners across more than 16 categories, as well as Best New Brand Design and Best Redesigned Brand, will be awarded a Gold, Silver, or Bronze award. The highest scoring project will receive a one-of-a-kind Best of Show award. A Publisher’s Choice award will also be handpicked by the two of us.

A panel of industry experts from around the world will judge Private Brand packaging design introduced in-store between November 2012 to November 2013 – judges will be announced in the next few weeks. Points will be awarded based on the following criteria: Design, Information Architecture, Originality, Category Appropriate, Structure, Usability, Confidence and X-factor and will be assigned a standardized numeric score.

Awards are given based on this numeric score. So, if five entries receive enough points for a Bronze award, all five will receive a Bronze. In the same way that it is possible to have multiple winners in an award level, it’s also possible to have no winners in a level. If the minimum score needed for a Gold award is not achieved, no Gold award will be given. This scoring system was developed to reward the best Private Brand package design in the world.

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