With this special section of Global Retail Brands, Christopher and I are excited to reveal the winners of the inaugural edition of the international Private Brand design competition, the Vertex Awards.

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

We chose the name because it exemplified our vision for the competition and our hope for Private Brand, and the response from the private brand community has been overwhelming. With more than 120 entries from 11 countries and 30 retailers, the quality of work is amazing. Our goal from the very beginning was to push the industry forward and set a new standard for the recognition of superior design and great retailer-owned brands. The winners show we are well on our way to that goal. Take a look and you will discover outstanding design from all around the world.

I would like to thank 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: Daniel Bray, Gustavo Piqueira, Adrian Whitefoord, David Léonard, Koen de Jong, Paula Bunny, Nacho Lavernia, Rick Barrack, Steve Kazanjian and Glenn Pfeifer.

For a design to qualify, it must have been introduced in-store between November 2012 and November 2013. 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 then given based on the numeric score, so if five entries each earned enough points to qualify at the gold level in a given category, all five received the Gold Award (likewise for Silver and Bronze). 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 Fuse Insights

I would also like to thank our sponsors who have graciously supported the Vertex Awards: Galileo Global Branding, our Diamond Sponsor and P&W Design Consultants, Theory House and Fuse Insights.

Phillip Russo
Publisher, Global Retail Brands

Christopher Durham
Founder, My Private Brand

Visit www.vertexawards.org, www.mypbrand.com or www.globalretailbrands.com for the complete profile of each winner including brand, retailer, category, award level, design credits and rationale.

PUBLISHER’S CHOICE

ANTO’-ITALY

Package design has a tendency to be very predictable with layouts and shapes that follow traditional standards. Private brand package design tends to be even more predictable with far too many retailers either continuing to copy national brands or simply copying their retail competitors. Italian retailer IFW’s ANTO’ adopts the traditional conventions and makes them beautiful. They have adopted a style and grace that is ownable and unique, and ultimately made them one of the Gold Vertex award winners in the Packaged Goods category. That style and grace made them the stand out brands and our Publisher’s Choice winner.

Pams Flour
Category: Packaged Goods
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

 

 

Woolworth Gold
Category: New Brand
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

 

 

Cloud 9
Category: New Brand
Retailer: Fresh Direct
Country: USA
Agency: Galileo Global Branding Group

 

 

Tesco Snack & Cereal Bars
Category: Redesigned Brand
Retailer: Tesco
Country: United Kingdom
Agency: P&W Design Consultants

 

 

HT Traders
Category: Redesigned Brand
Retailer: Harris Teeter
Country: USA
Agency: Galileo Global Branding Group

 

 

Tea Time Collection
Category: Beverages
Retailer Brigaderia
Country: Brazil
Agency: Casa Rex

 

 

Pams Milk Cream & Butter
Category: Fresh
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

 

 

Anto ’
Category: Packaged Goods
Retailer: IFW
Country: Italy
Agency: Casa Rex

 

 

TESCO FINEST CEREAL
Category: Packaged Goods
Retailer: TESCO UK
Country: UK
Agency: P&W Design Consultants

 

 

Pams Premium Ice Cream
Category: Frozen
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

 

 

OLOGY
Category: Maintenance
Retailer: Walgreens
Country: United States
Agency: CBX

 

 

Pams BABY
Category: Body Care
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

 

 

THE FRESH MARKET BREAD CRUMBS
Category: Redesigned Brand
Retailer: Fresh Market
Country: USA
Agency: The Fresh Market

 

 

THE FRESH MARKET HOLIDAY CANDY
Category: Redesigned Brand
Retailer: Fresh Market
Country: USA
Agency: The Fresh Market

 

 

SAFEWAY SELECT SODA
Category: Beverages
Retailer: Safeway, Inc.
Country: USA
Agency: Anthem Worldwide

 

 

Woolworths Select MILK
Category: Beverages
Retailer: Woolworths.
Country: Australia
Agency: Marque Brand Consultants

 

 

Chosen By Kids
Category: New Brand
Retailer: Asda Stores Ltd
Country: United Kingdom
Agency: BOS Design Ltd

 

 

Asda Chosen By You
Category: Fresh
Retailer: Asda Stores Ltd
Country: United Kingdom
Agency: Brandhouse

 

 

Continente
Category: Packaged Goods
Retailer: SonaeMC
Country: Portugal
Designer: In Batista

 

 

THE FRESH MARKET COFFEE
Category: Packaged Goods
Retailer: Fresh Market
Country: USA
Agency: The Fresh Market

 

 

Nice!
Category: Packaged Goods
Retailer: Walgreens
Country: USA
Agency: CBX

 

 

Irresistibles Life Smart
Category: Redesigned Brand
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications / DW+Partners

 

 

Gelatelli – Fruta Helada
Category: Frozen
Retailer: LIDL
Country: Germany
Agency: CARRÃ NOIR BARCELONA

 

 

Fresh & Easy – Fruity Sorbet
Category: Frozen
Retailer: Fresh & Easy Neighborhood Market
Country: United Kingdom
Agency: P&W Design Consultants

 

 

@ease Dinners
Category: New Brand
Retailer: Topco Associates LLC
Country: USA
Agency: Topco Creative Services

 

 

Bowl Mates by Petco
Category: New Brand
Retailer Petco and Unleashed by Petco
Country: USA
Agency: Petco Animal Supplies Inc. In-house

 

 

Tesco Finest
Category: Beverages
Retailer: Tesco UK
Country: United States
Agency: P&W Design Consultants

 

 

Irresistibles Kettle style chips
Category: Packaged Goods
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications / DW+Partners

 

Lykkedal
Category: Fresh
Retailer: Supergros
Country: Denmark
Agency: Kontrapunkt

 

 

Daily Chef
Category: Redesigned Brand
Retailer: Sam’s Club
Country: United States
Agency: Rouge 24, Inc.

 

 

Safewa y SELECT
Category: Packaged Goods
Retailer: Safeway, Inc.
Country: United States
Agency: Anthem Worldwide

 

 

b•l ve b•bright
Category: Beauty
Retailer: Topco Associates, LLC
Country: United States
gency: Topco Creative Services

 

Moto Master
Category: Automotive Products
Retailer: Canadian Tire
Country: Canada
Agency: Watt International

 

Glacier Bay
Category: Home Improvement
Retailer: The Home Depot
Country: USA
Agency: Spring Design Partners, Inc.

 

 

The 2013 Vertex Awards Jury