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What happens when you send out a call to end mediocrity and promote innovative private brand packaging design? You end up with over 100 entries for the inaugural Vertex Awards competition, made up of 74 brands from 67 retailers in 14 countries.
“Our book, the 2013 Vertex Awards International Retail Brand Design Competition, hits shelves today and is a celebration of the winners of the competition,” said Christopher Durham, Vice President of Retail Brands at Theory House and founder of the influential private brand site My Private Brand and co-founder of the competition, continued, “We believe by showcasing the best of the best, we can raise the bar for store brand packaging and usher in the modern age of retail owned brands.”
“If you look on retail shelves today, they’re filled with bland private label packaging, all looking pretty much the same,” said Phillip Russo, co-sponsor and Publisher, Global Retail Brands magazine. “But if you really start looking, you can find brands that are taking a chance on their packaging design. Some are whimsical, some are retro, but they’re all outstanding. We wanted to recognize the retailers and designers who are doing it right and show the industry that fantastic package design can make a difference.”
The 8”x 8” hardcover book, designed by the retail branding and marketing agency Theory House, is homage to the 34 outstanding design winners from around the world. Inside you’ll discover Publisher’s Choice winner, Anto’ from Italian retailer IFW.
“IFW and their agency Casa Rex, found a way to adopt the traditional conventions of grocery private label and make them beautiful,” said Durham. “The style and grace they applied to the design made them a stand out winner not only in the packaged goods category, but across the board.”
“Pams Flour, created by Brother Design Ltd, in New Zealand, won best of show,” said Russo. “With its nostalgic flare in line with grandma baking cookies, they were able to take an everyday item and have fun and evoke childhood memories. They show that a product doesn’t have to be cutting edge or new; even the every day can shine.”
From Woolworth’s Gold out of Australia, to Harris Teeter’s HT Trader’s in the United States, the book is filled with page after page of full-color packaging photography that speaks for itself. “If you’re in packaging, this should be on your shelf,” said Durham. “When you sit down to design a new package, this is a great place to find inspiration.”
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