The response to this year’s Vertex Awards was overwhelming with more than 250 entries from 21 countries and 55 retailers. This year’s winners included the first ever entrants from Asia and Africa joining a truly global list of entrants from Angola, Australia, Brazil, Canada, China, Denmark, Hong Kong, Italy, Malaysia, the Middle East, The Netherlands, New Zealand, Poland, Portugal, Singapore, Spain, Taiwan, the United Kingdom and the United States.
We saw exciting growth in the New Brand, Brand Redesign and Packaged Goods categories as well as in the Licensed or Co-Brand, Beverages: Alcoholic, Pet Products, Home Décor, Entertainment and Health Care categories.
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.
We 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: Rick Barrack, Maggie Bean, Paula Bunny, Don Childs, Maria Dubuc, Masanori Eto, Ruth Galloway, Jean-Pierre Lacroix, Loe Limpens, Angelo Morano, Glenn Pfiefer, Gustavo Piqueira, Fred Richards, Kevin Shaw, Zhou Wenjun and Adrian Whitefoord.
Qualifying designs must have been introduced in-store between November 2013 and November 2014. 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.
Thank You,
Christopher Durham
Founder, My Private Brand
VP of Retail Brands Theory House
Phillip Russo
Founder, Global Retail Brands
Principal, Kent Media
2014 Gold Vertex Award Winners
EROSKI
Category: Best of Show & B1. New Brand
Retailer: Eroski
Country: Spain
Agency: Supperstudio
Project
Packaging design for the Eroski brand. This project encompasses over 2,000 products with a colorful, optimistic and simple image that seeks to stand out among other supermarket products and thus interact with the customer. Once you have seen them, you are sure to remember them. Yes, we’re friendly
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
HEALTH-LED WATER
Category: Publishers Choice, B2: Redesigned Brand & G12. Beverages: Non-Alcoholic
Retailer: Mannings-Guardian Hong Kong
Country: Hong Kong
Agency: Passionfruit Asia
Project
Following Mannings’ retail brand renovation, the Mannings Water was to be re-designed to fit closely with the brand’s “health-led” beauty positioning, distinct orange retail identity, AND also satisfy customer-researched demands for: 1) Value for money, 2) Ergonomy (hand feel), and 3) Quality.
Credits:
Client Lead: Ms Fann Yuen;
Project Leadership: Mr. Craig Briggs;
3D Bottle Design: Mr. Christophe Blin (InSpirit Design);
Art Direction: Mr. Liem Cheung
EROSKI CHILDREN’S CEREALS
Category: G9. Packaged Goods
Retailer: Eroski
Country: Spain
Agency: Supperstudio
Project
Eroski children cereals make for a wild and fun start to your day, thanks to the animals in your own special zoo. We selected an animal and a strong color for each, in keeping with the marketing angle for the product, which is direct and simple. As an added bonus, each animal can be assembled.
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Eroski Ice Cream Cones
Category: G9. Packaged Goods
Retailer: Eroski
Country: Spain
Agency: Supperstudio
Project
Three kinds of ice cream wafers with a vintage look. Sweet and delicate, that’s the design for Eroski ice creams. A preppier style proposal.
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
EROSKI NAPPIES
Category: P5. Health Care
Retailer: Eroski
Country: Spain
Agency: Supperstudio
Project
An innovative in nappy(diaper) design. A new color, not yet used for this type of product, and animal illustrations are the key elements for the packaging design. A marketing strategy which involved recognizing the target market and the more playful side of this area. Discover new experiences at each stage
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
EROSKI JUICES
Category: G12. Beverages: Non-Alcoholic
Retailer: Eroski
Country: Spain
Agency: Supperstudio
Project
A costume ball would be the best way to describe the new juices from Eroski; a complete range, where each fruit plays a role. A characterful design for which we used one statement colour to make the product stand out on the shelves, creating a unique image for each product.
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
HUB – EXCLUSIVELY AT WOOLWORTHS
Category: H17. Electronics
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants
Project
Create a new brand for Woolworths to strengthen their quality perception in electrical goods. White background with subtle graphics allows the product/photography to standout at fixture. The use of vibrant range colors with simple typography create a tech savvy and confident look and feel.
Credits:
Marque Brand Consultants
Design Director: Abi Singmin
Creative Lead: Inyoung Hu
Account Director: Mariella Menato
General Manager: Kay Chrystal Lord
Woolworths Design Specialist: Sandra Dagher
Restyling Easy Hear & Easy Wear
Category: P5. Health Care
Retailer: Hans Anders
Country: Netherlands
Agency: OD
Project
The team developed a concept, which is based on “sensory stimulus”. These are translated into a leading graphic illustration, one for hearing aids and one for optical products. Each product was given its own coloring for navigating and unique specifications. A nice-to-have was the international potential
Credits:
OD Designer: Merel van Tellingen
Hans Anders Brand Manager: Rian van Koulil
Illustrator: M. Corona – Merel van Tellingen
Copy: OD
Brigaderia Gelado
Category: G10. Frozen
Retailer: Brigaderia
Country: Brazil
Agency: Casa Rex
Project
Identity and packaging. Ice cream line for Brazilian confectionery store. Inspired by playful lyrics of a samba that says “Each one eats what pleases him”, each flavor was named after characters cited in the song, and visually represented by unique shoe illustrations – one for each taste and style.
Credits:
Creative director: Gustavo Piqueira
Design: Gustavo Piqueira/ Samia Jacintho
Jumbo Paper Toy Chips
Category: G9. Packaged Goods
Retailer: Jumbo Supermarkets
Country: Netherlands
Agency: OD
Project
The chips targeted for kids make use of a playful idea: paper toys. Every product got it’s own character which was designed and illustrated with great care. The character matches the product in style, shape and colouring. Together they make a great appeal to the customer. Especially the little one.
Credits:
OD Designer: Menno Mulder
Jumbo Brand Manager: Frank van der Meij
Photographer: Peel Creative Studios
Illustration: Erwin Kho (Shop Around)
Copy: OD & Jumbo
Viñas Altas Toro Wine
Category: G11. Beverages: Alcoholic
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio
Project
Brand image for Toro wine in El Corte Inglés own range, known as Viñas Altas. A design inspired by the works of Pablo Picasso, where, by using two different items (a forge and a grape), we create the head of a bull, a play on the word ‘Toro’ (bull).
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Account Manager: Susana Seijas
Brittains Vodka
Category: G11. Beverages: Alcoholic
Retailer: Fortnum & Mason
Country: United Kingdom
Agency: Storm Brand Design
Project
Brittains is quality, 5 times filtered premium vodka. It lacked a compelling story and subsequently had very low market penetration. We broke the pattern of the vodka category by rooting the brand in an eccentric sense of Britishness and positioning Brittains as – an extraordinary spirit.
Credits:
Bruce Drinkwater, Paul Stallard, Jack Bannerman, Andy Whurr
Waitrose Pure
Category: B2. Redesigned Brand & P6. Body Care
Retailer: Waitrose
Country: United Kingdom
Agency: DewGibbons + Partners
Project
Better standout and pack navigation were needed, plus a clear natural skincare positioning. The design’s a nod to interior design trends – a flora-inspired background subtly decorates the packs. Logo and typography complement the illustration’s richness. Endorsement seal underpins natural claims.
Credits:
Creative Direction – Nick Vaus
Designer – Beverly Cook
Illustrator – Sabine Reinhart
Client Services Director – Sara Jones
Account Handler – Lindsey Isham
Continente 100% National Meat
Category: G8. Fresh
Retailer: Sonae MC
Country: Portugal
Agency: Sonae MC’s Design Team
Project
We wanted to create a sticker with a 100% Portuguese look & feel to communicate our national meat, so we used a charming typical Portuguese sidewalk pavement as a background and, to differentiate the type of meat, an animal icon decorated with a pattern commonly used in traditional pottery.
Credits:
Sonae MC’s Design Team
First Class Mix Ice Boxes
Category: G10. Frozen
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
Project
When launching this product, the challenge was to give the consumer a sense of the content and portray it in a delicate way, which would appeal to both children and adults. The boxes contain both ice creams and popsicles so in order not to create a mess, we made drawings of each individual ice cream
Credits:
Brand Manager: Pernille Kiss Jensen
Project Manager: Line Rotne Bessmann
Art Director and Illustrator: Rikke Blicher
Artworker: Lisa Engwall and Sophia Schack Axelsen
Oink, Oink
Category: G9. Packaged Goods
Retailer: Young and Beautifood
Country: Spain
Agency: Supperstudio
Project
Packaging for the Young and Beautifood’s pork rinds. Natural, white chocolate and milk chocolate covered pork rinds. A likeable idea to enjoy your pork rinds… by a tube.
Credits:
Creative Director: Paco Adin
Account Director: Lourdes Morillas
Viñas Altas Cariñena
Category: G11. Beverages: Alcoholic
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio
Project
Brand image for wine from the Cariñena Denomination of Origin within El Corte Ingles’ range of Viñas Altas wines. El Cierzo is the name of the wind that typically blows through the Cariñena district. Following on from this idea, we have created a family of mechanical animals that move by the wind
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Account Manager: Susana Seijas
Created by Jamie
Category: B3. Licensed or Co-Brand
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants
Project
Packaging and in-store communications that drives the freshness and convenience of the ‘Created with Jamie’ range. Strong hero photography with fresh color palettes deliver Jamie’s playful tone of voice with hand drawn illustrations to drive key selling messages around sustainability and provenance
Credits:
Marque Brand Consultant
Lead Designer: Zillah Dunton
Creative Director: Dan Bray
Account Director: Suzi Della-Pietra
General Manager: Kay Chrystal Lord
Photographer: Chris Court
Food Stylist: Sarah Tildesley.
Stylist: Justine Poole
Woolworths Design Specialist: Lucy Bower
Tesco Kids Tissue
Category: P5. Health Care
Retailer: Tesco
Country: United Kingdom
Agency: Pemberton & Whitefoord LLP
Project
A range of novelty tissue packs, suitable for children and teenagers. The tissues, when dispensed, interact with the box, e.g. the water blowing from the elephant’s trunk. Combined with bright stylistic illustrations & color palettes, resulted in a unique look & shelf standout in a crowded market.
Credits:
Creative Director: Simon Pemberton
Art Director: Melanie Kendall
Illustrator: Melanie Kendall
Belle Body Lotions
Category: P6. Body Care
Retailer: Eroski
Country: Spain
Agency: Supperstudio
Project
New packaging for belle body lotions. It is a coherent, honest design through which the brand emphasizes quality and strengthens its visibility.
Credits:
Creative Director: Paco Adin
Account Director: Lourdes Morillas
Gestus
Category: B1. New Brand
Retailer: Dagrofa
Country: Denmark
Agency: Sunrise Reklamebureau A/S
Project
For Dagrofa, one of the largest grocery enterprises in DK, we developed Gestus – a cross category mainstream priced brand. It has a high level of design, and each of the more than 100 products is designed specifically for its category. Gestus presents itself in quality at a surprisingly good price.
Credits:
Client Service Director: Henrik Lenz
Design: Line Krüger
Project manager: Malene Louise Degn-Petersen
Finalization, agency: Kontrapunkt
NEU
Category: B1. New Brand
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd
Project
Neu is designed to evoke freshness, innovation and contemporaneity with a distinctive, unisex name. Bold colors and abstract geometric shapes convey modernity and an innovative edge, while loose textures and neutral background tones provide cues of softness and cleanliness.
Credits:
Creative Director: Paula Bunny
Senior Designer: Mahani Jones
Client – National Private Label Manager: Jocelyn McCallum
Fresh & Easy Sriracha Hot Sauces
Category: G9. Packaged Goods
Retailer: Fresh & Easy
Country: United States
Agency: The Creative Pack
Project
The crystal label is a modern, clean approach in the condiment category. A pattern was created to allude to the provenance, Sriracha originated in Thailand. The clapple (clock-apple) logo was embedded in the pattern and a clean 1 color ink helps it to stand out on shelf.
Credits:
Art Director: Danielle Kidney
Designer: Corey Czer
Refreshe ICE
Category: G12: Beverages: Non-Alcoholic
Retailer: Safeway
Country: United States
Agency: Anthem Worldwide
Project
Design a new line of sparkling waters with ‘feel good refreshment’ and the essence of ‘sweet fruit bubbles’.
Using pillars of color, sense of motion and illustrated graphics, the design gives a sense of effervesced fruit flavor that is lush and impactful at shelf.
Credits:
Creative Director: Carl Mazer
Design Director: Kian Kuan
Technical Design Director: Daryl Buhrman
Designer: Nancy Andre
Illustrator: John Worthen
Pams Confectionery
Category: G9. Packaged Goods
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd
Project
Pams new confectionery range features a mix of quirky animal characters drawn in story book style, with large product windows for a tempting peek at the lollies within. Retro colors and a creamy pack give a natural feel, hinting that these sweet treats contain no artificial colours or flavoring.
Credits:
Creative Director: Paula Bunny
Senior Designer: Paula Bunny
Illustrator: Brett King
Client – National Private Label Manager: Jocelyn McCallum
2014 Silver Vertex Award Winners
Crystal Moist
Category: B2. Redesigned Brand
Retailer: Mannings China (Dairy Farm)
Country: Hong Kong
Agency: Innovation Kitchen
Project
To answer to the sophisticated needs of Chinese Woman for highly efficient hydrating skin care products, Mannings China redesigned CRYSTAL MOIST Brand: new positioning, new packaging, new design, new formulation to bring sophistication and modernity for a unique combination of Science and Nature.
Credits:
Client Lead: Ms Nicky Chu, Ms Wency Kwok; Project Leadership: Mr. Jien Goh
Stop & Shop 100th Anniversary
Category: G9. Packaged Goods
Retailer: Ahold USA
Country: United States
Agency: Group360
Project
Celebrate our 100th anniversary and create some fun by offering retro designs for key products sold during the era (Ice Cream, Coffee, Soup, Fried Chicken, Rolls). Vintage product designs not only generated buzz but had a collectible aspect. Category growth across 7 different categories averaged 5%
Credits:
SVP Own Brands: Juan DePaoli
Design Director: Melissa Smith-Hazen
Merchandising Dir: Mark Gilliand
Brand Manager: Debra Botterill
Jumbo Pet Food
Category: G13. Pet Products
Retailer: Jumbo Supermarkets
Country: Netherlands
Agency: OD
Project
The restyling takes the brand and the products to a new level. In the heart of the idea, lies the uniqueness of pets. All 84 SKU’s show a unique, for this purpose photographed dog or cat. It just fits within the emotional world of pet owners with a keen eye on the costs they spend for pet food!
Credits:
OD Designer: Niels Alkema
Brand Manager: Frank van der Meij
Photographer: Wilkins
Copy: OD – Jumbo
Gestus Fresh Juice
Category: G12. Beverages: Non-Alcoholic
Retailer: Dagrofa
Country: Denmark
Agency: Kontrapunkt
Project
Dagrofa was about to launch a new juice under the private label brand Gestus. The juice should be fresh and thus stored in a cooler alongside milk etc. Communicating this freshness was an inherent part of the task. Furthermore, the amount of fruit and the lack of additives should be explicitly state
Credits:
Brand Manager: Pernille Kiss Jensen
Project Manager: Line Rotne Bessmann
Art Director and Illustrator: Theis Møller Jakobsen
Artworker: Lisa Engwall
Brava
Category: B1. New Brand
Retailer: Academy Sports + Outdoors
Country: United States
Agency: Academy Sports + Outdoors In-house Packaging Design
Project
The in-house Packaging Design team from Academy Sports + Outdoors refreshed the shoe box design for the private label brand Brava, giving it a modern look. The previous design was full color on a white box. In addition to lowering the cost, using the kraft box with less ink coverage is ECO friendly.
Credits:
Brand Manager: Kyle Sanders
Creative Direction: Charles Leung
Designer: Shane Trammell
Nina Ottosson for Petco
Category: B3. Licensed or Co-Brand
Retailer: Petco and Unleashed by Petco
Country: United States
Agency: Petco Animal Supplies, Inc. in-house creative packaging team
Project
Swedish dog puzzle toy pioneer, Nina Ottosson, & Petco partnered for bright minds to create a line of innovative brain games. The challenge/solution was to update and modernize the Nina Ottosson look-and-feel, add Petco co-branded lockup, & solve for educating pet parents on benefits of brain games.
Credits:
Agency: Petco Animal Supplies, Inc. In-House Private Brand design and communications team
Brand & Communications Director: Karen Moyer
Creative Director: Lorena Rios
Graphic Design: Lindsey Parker
Packaging & Production Design: Lindsey Parker
Dog photography: Mike Smith Studios
Product photography: OneKreate
Irresistibles Rebrand
Category: B2. Redesigned Brand
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications | Content Group
Project
Our private brand qualitative reference for our banners with unique, accessible culinary offerings in an ambience that feels real.
Platform with proprietary color panel for name, branding; flexible for category-specific treatments.
Modern, dynamic, in sync with customers and brand fundamentals.
Credits:
Creative Direction: Éric Gagnon (Metro), Dennis Benoit (St. Joseph)
Account Director (St. Joseph): Anna Agozzino
Design / Photo Direction (St. Joseph): Creeshla Hewitt, Jennifer Ireland, Steve Feeney, Adriana Guizzetti
Photography: Dominique Malaterre (TILT), Alain Sirois, Dana Dorobantu, Christian Lacroix
Food Stylists: Anne Gagné, Josée Robitaille, Sylvain Riel, Denise Roussin, Guy Houde
Retouching: Shelley Knegt
Shoppers Drug Mart Life
Category: B1. New Brand
Retailer: Shoppers Drug Mart
Country: Canada
Agency: Shikatani Lacroix
Project
Over ten years, Life Brand had expanded into numerous categories, causing confusion. A new position, “Healthier. Easier” split the portfolio into “Get Well” and “Stay Well”. The packaging redesign moved Life away from national brand knock-offs to leverage its unique position in the marketplace.
Credits:
Strategy:
Jean-Pierre Lacroix, Lead Strategist
Account Management:
Diane Mullane, VP Client Services
Devon Rose, Senior Account Manager
Graphics:
Kim Yokota, VP Graphics – Art Director
Bob Capling, Senior Designer
Production:
Murtuza Kitabi, Director of Production
Stephen Hutchinson, Senior Production Designer
Mark Willard, Photographer
Archer Farms
Category: B2. Redesigned Brand
Retailer: Target
Country: United States
Agency: Pearlfisher
Project
To redesign the brand into one which showcases product as modern and approachable. Guest research showed the previous design was considered dated and a bit ‘country’. The new design also addressed product naming, copy hierarchy, flavor profiles and back of pack directions.
Credits:
Target Team:
Creative Leads: David Hartman, Jake Pasterski, Kirstin Stahl
Creative Team: Brenda Irlbeck, Ed Hernandez, David Ledsinger, Matt Fernberger, Stacey Field
Brand Managers: Sarah Olson, Julie Ennis
Copywriter – Erin Duffey
Project Manager: Tim Barlow
Print Buyer: Julie Pierson
Inspire – Exclusively to Woolworths
Category: H16. Home Decor
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants
Project
Create a new brand for Woolworths to strengthen their quality perception in kitchen/homeware. Handwritten brand marque and icon reinforces the positioning of quality products for the home you care for. Editorial photography with textured charcoal grey brand colour provides a modern and quality feel.
Credits:
Marque Brand Consultants
Design Director: Abi Singmin
Account Director: Mariella Menato
General Manager: Kay Chrystal Lord
Food Stylist: Gemma Lush
Photographer: Andrew Dougal Stavert
Woolworths Design Specialist: Sandra Dagher
Kroger Cheese Snacks
Category: G9. Packaged Goods
Retailer: The Kroger Co.
Country: United States
Agency: The Kroger Co.
Project
Refresh of the current package to be more category appropriate. Design to be eye-catching and personality-driven to stand out in a very busy retail category shelf set.
Credits:
Kroger Corporate Brands Team
Continente’s Potatoes
Category: G8. Fresh
Retailer: Sonae MC
Country: Portugal
Agency: Sonae MC’s Design Team
Project
Disruptive and innovative, our Potatoes Range emerges from the need to define a clear segmentation; create a graphic impact in the fresh linear; reinforce product attributes; communicate origins. The result was a rustic graphic proposal and a typographic packaging, segmented by color contrast.
Credits:
Sonae MC’s Design Team
Go!Yum Chocolates
Category: G9. Packaged Goods
Retailer: 7-Eleven
Country: United States
Agency: Brandimage
Project
7-Eleven Private Brands recognized a need for high-quality, convenient foods on-the-go. The first in a series of product introductions, GO!Yum chocolates are made with premium, indulgent ingredients. The rich, saturated yet upbeat color palette stands apart at shelf, and feels decadent yet modern.
Credits:
Executive Creative Director: Don Childs
Creative Director: Scott Smith
Design Manager: Tim Binzer
Designers: Ben Meyers, Jeff Raulie
Production Manager: Ree Foltz
Photo/Illustration: Mike Wepplo
Fresh & Easy Take & Bake Pizza
Category: G8. Fresh
Retailer: Fresh & Easy
Country: United States
Agency: The Creative Pack
Project
A custom die cut for the box reinforces the clapple (clock-apple) branding. Personality was introduced into the take & bake range, using a word pattern on the box itself. Sales per unit doubled after the relaunch (despite increasing the price) New take & bake skus introduced in frozen & bakery.
Credits:
Art Director: Danielle Kidney
Designer: Heather Varano
Tesco Smokehouse Meats
Category: G9. Packaged Goods
Retailer: Tesco
Country: United Kingdom
Agency: Pemberton & Whitefoord LLP
Project
The meats are ready-prepared recipe ingredients, ideal for putting together quick and tasty meals. The bold, contemporary, bright packaging designs for the meats (including BBQ Pulled Pork & Shredded Duck) bring new consumers into fixture through colour, excitement & a different proposition.
Credits:
Creative Director: Simon Pemberton
Art Director: Ben Owen
Photography: Ben Owen
SELECT Iced Tea & Lemonades
Category: G12. Beverages: Non-Alcoholic
Retailer: Safeway
Country: United States
Agency: Anthem Worldwide
Project
Develop premium design for new refrigerated teas that tastes like home made and focus on quality and simplicity.
Using clean modern typography and an elegant delicate photography style, this design celebrates the freshness of the product and the beauty of it’s simple, artful ingredients.
Credits:
Creative Director: Carl Mazer
Design Director: Patrick Fraser
Technical Design Director: Daryl Buhrman
Designer: Jason Abreu
Photographer: Richard Eskite
Meijer Mix 6 Pack Packaging
Category: G11. Beverages: Alcoholic
Retailer: Meijer
Country: United States
Agency: Meijer Packaging Design
Project
Beer carrier design for a customizable “mix and matchâ” 6 pack craft beer space within Meijer stores.
Credits:
Team: Meijer
Designer: Josh Sikkenga
Art Director/Creative Director: Kelly Corcoran
Viñas Altas Rioja Wine
Category: G11. Beverages: Alcoholic
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio
Project
Brand image for wines from the Rioja Denomination of Origin within El Corte Ingles’ Viñas Altas range. It is a homage to the vine shoot, the woody stump that is left after the vine has been pruned. We mischievously take that simple image and add items that give it a new personality.
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Account Manager: Susana Seijas
Pams Fresh Pasta & Sauces
Category: G8. Fresh
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd
Project
A black-and-white palette adds a touch of deli sophistication and strong shelf impact. Hand-crafted type and beautiful ingredient photography give artisanal, market-fresh qualities and an authentically Italian feel. Relaxed styling encourages confidence in the results and even more appetite appeal.
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
CANVAS
Category: B1. New Brand
Retailer: Canadian Tire
Country: Canada
Agency: Jackman Reinvents
Project
Canvas is the newest brand for the Home and the Seasons exclusively available at Canadian Tire. The packaging was designed to reflect the core pillars of Canvas – versatility, accessability and inspiration. It also showcases the great style and design of products through inspirational photography.
Credits:
Senior Brand Consultants – Lauren Turchet and Daniel Gotlib
Brand Manager – Unha Park
AVP, Private Label Brand – Anthony Wolf
Agency: Jackman
Raymond Ludwin,Christian Hanson, Anthony Swaneveld
WinCo Foods
Category: B1. New Brand
Retailer: WinCo Foods
Country: United States
Agency: Marketing by Design
Project
WinCo, the low price leader, decided it was time to create their private brand targeted at young families, working middle class & retirees all with an affinity for the WinCo brand, wanting good products at great prices. The design captured the no frills independence of the WinCo shopping experience.
Credits:
Production Director: Richard Taylor
Creative Director: Steve Martin
Designers: Kailen Eaker & Tracy LeMere
Account Director: Maria Dubuc
Account Manger: Sasha Tsaryuk
Production Art & Content Management: Kim Burns & Roger Calado
Master Cuisine
Category: H16: Home Decor
Retailer: Big Lots!
Country: United States
Agency: Big Lots! Internal Design
Project
Create a new Own Brand in Housewares that incorporates a “BETTER” product strategy and creates incremental growth over base OPP brand.
Solution: Master Cuisine brand bakeware, drinkware, flatware, serveware and gadgets. Developed name, photography style for brand, and new superior packaging.
Credits:
Merchant – Stephen Johnson
Art Director – Jon Fehrman
Designer – John Haskin
Photographer – Eclipse Studios
Woolworths Essentials
Category: H16. Home Decor
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants
Project
Create an entry-level brand for Woolworths General Merchandise that delivers quality and value.
Lowercase sans serif used in the marque provides a friendly, welcoming feel.
Color palette speak to entry-level cues with a cared-for personality introduced through simple illustrations or quirky text
Credits:
Marque Brand Consultants
Design Director: Wendy Laws
Account Director: Mariella Menato
General Manager: Kay Chrystal Lord
Woolworths Design Specialist: Sandra Dagher
Daily Chef Organic
Category: B1. New Brand
Retailer: Sam’s Club
Country: United States
Agency: Rouge 24, Inc.
Project
Sam’s Club wanted to introduce an “Organic” line to their existing Daily Chef brand. The existing Daily Chef shield is paired with a clean, white background and simple photography to reinforce the idea that organic food is about simple and uncomplicated ingredients.
Credits:
Brand Manager: David Walker
Creative Director: Michael Schmidt
Art Director: Jennifer Palmer
Photography: Johnson-Rauhoff
HeadRush
Category: H17. Electronics
Retailer: The Source
Country: Canada
Agency: The Source In-house
Project
Existing HeadRush brand was 3 years old and required a refresh to reflect the new product assortment, improved product standards, performance & cosmetics. The goal was achieved by focusing on showcasing the product quality within a contemporary brand design.
Credits:
John Triemstra – Creative Manager
Steve Gibson – Vice-President, Private Brands
Hasahn Fisher – Photographer
Grace Edwards – Product Developer
Fresh & Easy Protein Powder
Category: P5. Health Care
Retailer: Fresh & Easy
Country: United States
Agency: The Creative Pack
Project
It was created to communicate strength & functionality of the product whilst looking clean and unprocessed. A clean white matte tub paired with a metallic paper showing through for the protein. The product attributes are a system of callouts, helping customers to easily navigate the differentiators
Credits:
Art Director: Danielle Kidney
Designer: Heather Varano
2014 Vertex Award Bronze Winners
HemisFares
Category: B1. New Brand
Retailer: The Kroger Co.
Country: United States
Agency: The Kroger Co.
Project
To launch best of the world products from around the globe available exclusively at our Kroger Family of Stores. First stop is Italy with more to come!
Credits:
Kroger Corporate Brands Team
Continente Cured Hams
Category: G8. Fresh
Retailer: Sonae MC
Country: Portugal
Agency: Sonae MC’s Design Team
Project
A basic range Sabores Clássicos (traditional wood background) for everyday consumption, and 2 premium ranges: Sabores de Portugal (classier wood with paper touch finishing, illustrated with beautiful icons of each region) and Sabores do Mundo (transparency illustrated with an icon of each country).
Credits:
Sonae MC’s Design Team
Maximum
Category: H15: Home Improvement
Retailer: Canadian Tire Corp.
Country: Canada
Agency: Perennial Inc.
Project
The objective was to revitalize, redesign, and reposition CT’s tool brand Mastercraft Maximum to target a new customer, the trades professional. The result was a new brand name MAXIMUM, and a packaging design that exuded a more impactful and industrial feel, focused on performance and durability.
Credits:
Candian Tire Corp Team:
Anthony Wolf (PL Brand AVP), Neema Shah (PL Brand Manager), Tracy Platt (Brand Development Mngr), Norm Green (Packaging Team Lead), David Quan and Bruce Cooper (Product Development)
Perennial Inc
Transcontinental (Photography)
Giant/Stop & Shop Pasta
Category: G9. Packaged Goods
Retailer: Ahold USA
Country: United States
Agency: Group360
Project
Offer discerning consumer authentic alternatives to “same old” spaghetti dinner. Using traditional dies and ingredients, products are imported from Italy. Packages designed as mailed boxes, complete with brown paper wrapping, string and seals. 1/3 of sales from new category buyers.
Credits:
SVP Own Brands: Juan DiPaoli
Design Dir: Melissa Smith-Hazen
Merchandising Dir: Mark Gilliand
VP Grocery: Tom Hurley
Brand Manager: Debra Botterill
The Snack Artist Chips
Category: B2. Redesigned Brand
Retailer: Safeway
Country: United States
Agency: Anthem Worldwide
Project
Update The Snack Artist chips packaging into a relevant and vibrant system without sacrificing the brands engaging witty personality.
A bolder edgier approach inspired by street art. Impromptu graffiti silhouettes infuse energy, while verbal wit plays around a heroic image of the product.
Credits:
Creative Director: Carl Mazer
Design Director: Patrick Fraser
Technical Design Director: Daryl Buhrman
Senior Designers: Teresa Diehl, Miri Chan
Illustrator: John Worthen
Holiday Popcorn Clusters
Category: G9. Packaged Goods
Retailer: 7-Eleven
Country: United States
Agency: Brandimage
Project
7-Select sought to introduce a gourmet Holiday popcorn cluster collection that consumers would pick up on their way to a holiday party or keep on their coffee table to share. Created was a “gift-worthy” label to showcase the artisanal nature of the popcorn in the clear jar.
Credits:
Executive Creative Director: Don Childs
Creative Director: Scott Smith
Designer: Tim Binzer
Jumbo Snacks (frozen)
Category: G10. Frozen
Retailer: Jumbo Supermarkets
Country: Netherlands
Agency: OD
Project
The restyling of the product group frozen Snacks is based upon the out-of-home feeling one gets when snacking in the street. Jumbo offers this at home. The design is in contrast with the convention in the market, very bright. With colourful typography and tasteful, Dutch-styled photography.
Credits:
Designer: Niels Alkema, Jurgen de Kok (OD)
Brand Manager: Iris van den Berg
Photographer: Peek Creative Studios
Copy: OD & Jumbo
Womo Travel Diaries
Category: P7. Beauty
Retailer: Womo Srl
Country: Italy
Agency: CBA Italy
Project
This Womo product line has been inspired by summer and its sensations, coming up up with a bright and colorful look to convey the feeling of a journey through remote islands. The aim is to communicate, through finishes and materials as well as the typography, freshness and desire of adventure.
Credits:
A. Della Corte, jr Project Manager – C. Mauri, Client Director – A. Iacopino, Designer – F. Bembo, Implementation Manager – G. Carnazza, Designer – G. Cesana, Creative Director
Cape Covelle Frozen Seafood
Category: B1. New Brand
Retailer: Topco Associates LLC
Country: United States
Agency: Topco Associates LLC
Project
Looks matter within a grocer’s freezer where space is competitive. Cape Covelle packaging features clean, eye-catching food graphics with a background of wooden planks, invoking images of freshly caught seafood on the pier. Color blocking on the bottom panel calls out the size and count of each SKU.
Credits:
Shelbi Sturges – Topco Creative Director
Kathleen Kolba – Topco Sr. Designer
Deforest Group – food stylist/photographer
Moia
Category: P7. Beauty
Retailer: Eurocash
Country: Poland
Agency: Galileo Global Branding Group
Project
MOIA is the foundations range of health and beauty products launched by Eurocash in 2014: the Kontigo cosmetic store. This is the first cosmetic store fully dedicated to polish women in the country to be launched by a retailer in Poland.
Credits:
Agency: Galileo Global Branding Group
P$$T…big savings pass it on
Category: B1. New Brand
Retailer: The Kroger Co.
Country: United States
Agency: The Kroger Co.
Project
The goal was to develop a brand that would emotionally connect with customers by making them feel smart and savvy for purchasing a brand of products that is full of bargains.
Credits:
Kroger Corporate Brands Team
Womo Brand
Category: P7. Beauty
Retailer: Womo Srl
Country: Italy
Agency: CBA Italy
Project
The name Womo comes from the assonance with the word “uomo” (man) in Italian. A newborn Brand for grooming and personal care dedicated to man with the aim of restoring the masculine identity to its cardinal values: pragmatism and essentialness with the right balance between tradition and innovation.
Credits:
A. Della Corte, jr Project Manager – C. Mauri, Client Director – A. Iacopino, Designer – G. Lucci, Design Director – F. Bembo, Implementation Manager – G. Carnazza, Designer – G. Cesana, Creative Director
Jenny Craig
Category: G9. Packaged Goods
Retailer: Jenny Craig
Country: United States
Agency: Brandimage
Project
Jenny Craig was seeking alignment to elevate the value perception of their food to better complement the value of their program. The design elevates the impression of freshness and dramatically improved appetite appeal by making the design food forward.
Credits:
Executive Creative Director: Don Childs
Creative Director: Patti Bresler
Designer: Jeff Raulie
Production Manager: Ree Foltz
Photo/Illustration: Schawk Photography Studio
Good Livin’ Bagged Candy
Category: G9. Packaged Goods
Retailer: Mapco
Country: United States
Agency: Galileo Global Branding Group
Project
Good Livin’ is a brand with an architecture that was developed to compete within the fast-paced, competitive C-store environment that National Brands dominate. The monochromatic nature of this system allowed us to inject an appetite appeal that a window alone couldn’t provide for the product.
Credits:
Agency: Galileo Global Branding Group
Art Director: Craig Minella
Designer: Felix Rosales
Irresistibles La Collezione Sorbets
Category: G10. Frozen
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications | Content Group
Project
Classic frozen desserts crafted in Italy, available in 3 varieties of 3 flavors each.
Differentiated through minimal design, modern and fresh, inspired by pop art style.
Strong summery color codes to stand out in the crowd.
Exotic, European graphics with a Dolce Vita inspiration!
Credits:
Creative Direction: Éric Gagnon (Metro), Dennis Benoit (St. Joseph)
Account Director (St. Joseph): Anna Agozzino
Design / Photo Direction (St. Joseph): Creeshla Hewitt
Photography: Dominique Malaterre (TILT)
Food Stylist: Guy Houde
Retouching: Shelley Knegt
Raley’s Frozen Pizza
Category: G10. Frozen
Retailer: Raley’s
Country: United States
Agency: Galileo Global Branding Group
Project
Galileo was charged with elevating the perception of Raley’s Frozen Pizza line to become equal to or better than that of its national brand competitors.
Credits:
Agency: Galileo Global Branding Group
Art Director: Craig Minella
Designer: Jun Yang
Spar
Category: G9. Packaged Goods
Retailer: Spar
Country: Netherlands
Agency: Yellow Dress Retail
Project
Communicate Spar’s new positioning by using its heritage. The new private label contributes to the new positioning of Spar as the modern neighborhood shop for daily convenience. The strong private label design will contribute to the in-store focus on the Spar brands as national brand alternative
Credits:
Spar: Jan Heijn van Spaandonk – Hinde Kerremans
Photographer: Peek
Yellow Dress Retail: Michelle Wiegmans – Barbara van der Hoorn
Dinda
Category: G9. Packaged Goods
Retailer: Cotia
Country: Angola
Agency: Galileo Global Branding Group
Project
Dinda is an opening price point brand for the Brazilian market. The brand will also have a strong presence in Angola and other countries in Africa, and will expand to the Middle East. It was important that the brand be simple, easy to navigate, competitive, and evoke quality at a fair price.
Credits:
Agency: Galileo Global Branding Group
Art Director: Craig Minella
Designer: Felix Rosales
Kero Alcoholic Beverages
Category: G11. Beverages: Alcoholic
Retailer: Kero
Country: Angola
Agency: Galileo Global Branding Group
Project
Kero is Angola’s first retailer looking to develop the country’s first private label to be extended across four tiers: products accessible for all Angolans from basic commodity items to premium goods
Credits:
Agency: Galileo Global Branding Group
Winn-Dixie Orange Juice
Category: G12. Berverages : Non-Alcoholic
Retailer: Winn-Dixie
Country: United States
Agency: Galileo Global Branding Group
Project
The Winn Dixie Premium Orange Juice design utilizes graphic elements and typography styles that are reminiscent of handmade orange stand signage. It has an honest retro appeal, and the dark chalkboard style background stands out on shelf in this typically white, bright category.
Credits:
Agency: Galileo Global Branding Group
Art Director: Lee Gobbi
Designer: Tiffany Schwartz
Viñas Altas Lambrusco
Category: G11. Beverages: Alcoholic
Retailer: El Corte Inglés
Country: Spain
Agency: Supperstudio
Project
Brand image for Lambrusco wine within El Corte Inglés Viñas Altas range of wines. This creation revolves around three great love stories from cinema – fraternal love, impossible love and forbidden love: Cinema Paradiso, La Dolce Vita and Roman Holiday are the inspiration behind our wines.
Credits:
Creative Director: Paco Adín
Account Director: Lourdes Morillas
Account Manager: Susana Seijas
Pams Feminine Hygiene
Category: P5. Health Care
Retailer: Foodstuffs Own Brands
Country: New Zealand
Agency: Brother Design Ltd
Project
These modern, elegantly simple designs transcend the cluttered information-overload of the feminine hygiene category. Handwritten type has a distinct look and feel: eye-catching yet personal, with a gently knowing sense of humor. The designs are light, cheerful, informative and highly visible.
Credits:
Creative Director: Paula Bunny
Senior Designer: Justine Rankine
Copywriter: Justine Rankine / Annette Roper
Illustrator: Ashley Goldberg
Typographer: Jynell St James
Client – National Private Label Manager: Jocelyn McCallum
MOOV
Category: P7. Beauty
Retailer: Eurocash
Country: United States
Agency: Galileo Global Branding Group
Project
MOOV is the lips and nails range of health and beauty products launched by Eurocash in 2014: the Kontigo cosmetic store. This is the first cosmetic store fully dedicated to polish women in the country to be launched by a retailer in Poland.
Credits:
Agency: Galileo Global Branding Group
Our Family Cheese
Category: G8. Fresh
Retailer: Nash Finch
Country: United States
Agency: Marketing by Design
Project
Nash Finch wanted to redesign their line of Our Family branded cheeses, which included over 100 SKUs. The creative objective was to design a package that would be faithful to the Our Family brand but unique on shelf & would be perceived as a more natural, less processed product choice for consumers.
Credits:
Creative Director: Steve Martin
Packaging Design & Standards Manager: Kari Rohde
Account Manager: Katie Locke
Designer: Kailen Eaker
Production Artist: John Costello
Jason Smith, Art Director
The Judges
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Rick Barrack, Chief Creative Officer & Managing Partner, CBX New York, United States Barrack has twenty years experience in consumer and retail branding, and is the creative vision behind U by Kotex and the rebranding of Duane Reade’s private label portfolio. |
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Maggie Bean, Creative Lead, Theory House North Carolina, United States The former principal of Karro Bean Design House, she has 20 years of creative development and strategy experience. She has worked on campaigns for The Fresh Market, Food Lion, and BB&T, and strives to bring fresh creativity to everything she works on. |
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Paula Bunny, Creative Director, Brother Design Aukland, New Zealand Prior to returning to New Zealand to manage the Foodstuffs New Zealand’s Pams brand, Bunny crafted private brand design for global companies including Johnson & Johnson, Gillette, and Kraft Foods. Bunny was awarded 2013 Vertex Best of Show for Pams Flour, and Vertex Gold Awards for Pams Premium Ice Cream, Pams Milk and Butter and Pams Baby. |
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Don Childs, SVP, Executive Creative Director, Brandimage Cincinnati, Ohio United States With nearly 25 years of experience, Childs has created award-winning, category-changing design, earning nearly 200 awards for his design, including two gold CLIOs. He believes design doesn’t just create value, but shapes culture and impacts lives. |
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Maria Dubuc, Director, MBD; Vice President, Big Red Rooster Massachusetts, United States A 25 year pioneer in creative management, Dubuc’s key talent is to combine a career’s worth of branding experience into something personal and unique for each and every client. Smart & Final, The Home Depot, WinCo Foods and PriceSmart are among the retailer programs she currently runs. |
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Masanori Eto, Creative Director, AdBrain, Inc. Tokyo, Japan A board member of the Japan Package Design Association, Eto has over 25 years of package design and advertising experience. His designs have been recognized nationally in Japan and globally. He is also a judge for internationally recognized package design competitions, The Dieline Awards and The Pentawards. |
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Ruth Galloway, Creative Director, Marque Brand Consultants Sydney, Australia Ruth Galloway is an award-winning designer with over 17 years experience in brand and brand packaging design. Having helped shaped and define some of the worlds leading and most iconic companies, in 2007 she co-founded We are Him+Her, a London based creative agency focused on building brands and positioning them for success through strong strategic thinking and beautiful packaging solutions, building an impressive global and local client list including the likes of Unilever and Tesco. After the 2013 acquisition of the company, she relocated to Sydney and joined Marque as Creative Director in 2014 where her extensive experience, intuitive sympathy for the retail shopper, and enthusiasm for the changing retail landscape help guide Marque and Woolworths on a continued path to success. |
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Jean-Pierre Lacroix, President, Shikatani Lacroix Toronto, Canada Lacroix is a visionary design thinker, author and speaker, and serves as a board member with the Packaging Association of Canada. Over the past 20 years, he has built a reputation as an innovator, passionate about packaging design and branding. |
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Loe Limpens, Managing Partner, Yellow Dress Retail Amsterdam, Netherlands Limpens studied Fashion design at the Academy of Applied Arts in Maastricht, Netherlands, and Design Management in Rotterdam, Netherlands. For twenty years he has been working for Private Label manufacturers, design agencies and leading retailers. He has experience in the creative and strategic side of Private Label packaging and is a leading expert in retail design. He is co-author of “Private Label Uncovered”, a 2011 released overview of major Retail Brands developments. |
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Angelo Morano, Designer/Art Director, Morano Design Toronto, Canada Morano is an award-winning registered graphic designer and principal of Morano Design. With over 15 years of experience, he brings passion and modern design sensibility to his product packaging and brand identity projects. He has managed two of Canada’s most recognized private brands: JOE FRESH and President’s Choice. |
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Glen Pfeifer, Executive Creative Director, Galileo Global Branding Group, Connecticut, United Sates Pfeifer is responsible for brand and creative development for packaging and shopper marketing clients. He brings a unique perspective to his work, having worked on marketing creative for a diverse global client list, including Citigroup, Sony, Bacardi and ESPN. |
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Gustavio Piqueira, Principal, Casa Rex São Paulo, Brazil Piqueira is the most recognized graphic designer in Brazil, receiving over 200 international design awards and serving as consultant to major global companies as a leading trendsetter. He has designed typefaces, illustrated children’s books and written 13 books on various topics. Casa Rex won a Vertex Gold awards in 2013 for ANTO’ and Tea Time Collection. |
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Fred Richards, CCO & Partner, Kaleidescope Chicago, United States Richards has over 20 years of creative experience in branding and design, with MLR Chicago, FutureBrand, Interbrand and The Brand Union. He has led creative development initiatives for clients including P&G, Bayer, Wrigley and Unilever. |
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Kevin Shaw, Founder, Stranger & Stranger San Francisco, United States In 1994, Shaw created what would become one of the world’s leading drinks packaging companies. He believes products need to stand out rather than fit in, and that packaging is key to communicating brand stories. |
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ZHOU Wenjun, Founder, Creative Director & Architect, 524 Studio Beijing, China Wenjun is a Cube-awarded member of the Art Directors Club, and focuses on product design, art and photography. His work has earned numerous awards including, One Show Design Pencil, Red Dot, Cannes Lions and HKDA Global Design. His work has been published and exhibited globally. |
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Adrian Whitefoord, Co-founder, Pemberton & Whitefoord (P&W), London, England Whitefoord believes the best design requires a combination of emotion and logic. Pemberton and Whitefoord clients include Tesco, Nestlé, Starbucks and Seicomart. |
