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SGK’s Brand Development Agencies Win Vertex Awards

Posted By: SGK May 02, 2018

SGK’s brand development agencies, Anthem, Brandimage, Equator Design, and Marque Brand Consultants, SGK’s regional agency in Australia, have been honored with Bronze, Silver, and Gold wins at the 2018 Vertex Awards.

The Vertex Awards are the only global competition devoted exclusively to the art of Private Brand package design.

BRONZE WINNERS:

Brand: Macro
Retailer: Woolworths
Country: Australia
Agency: Marque Brand Consultants

Our brief was to grow Macro in new categories to a wider audience & to make healthy eating, mainstream. As Australian consumers knew & trusted Macro, we leveraged on the assets that were familiar to them. We modernized the existing logo, making it a beacon for healthy eating and connected with consumers through the message of “what’s inside matters”.

Brand: Sam’s Choice
Retailer: Walmart
Country: United States
Agency: Anthem

Walmart’s objective was to build customer loyalty through a new line of curated global foods under the Sam’s Choice brand. While the initial launch would feature Italian fare, the long-term goal was to create a platform that could easily transfer to any regional cuisine from around the world.

Sam’s Choice Italia included authentic Italian products, all sourced and imported from Italy. The packaging design needed to communicate that everything about Italia was purely Italian.

The shelving strategy was to create a design that was memorable and easy to find, no matter where the products were placed in store. Strong Italian-inspired cues create a powerful brand blocking effect and stand out from regular Sam’s Choice products. The over-arching design structure cohesively ties all Italia products together, while still allowing for differentiation at the SKU level. The design looks authentic, giving customers a reason to believe in the brand’s higher value.

Brand: Sam’s Choice
Retailer: Walmart
Country: United States
Agency: Anthem

Sam’s Choice Coffee design uses a clean white background to pop on shelf, where competitive packaging is mostly dark and busy. It also stands out with a matte finish that’s easier to read than typical gloss finishes. The white canvas includes small hits of black and bold, youthful colors to communicate flavor.

This helps the brand stand out on shelf, and creates a powerful family effect. The color makes it easy for consumers to shop based on flavor, while the release number and taste profile communicate small batch.

The topographical map illustration and co-ordinates create a sense of provenance and ‘authentically sourced.’ The coffee comes in two different formats – canisters for whole beans and bags for ground beans. The Sam’s Choice Coffee design also includes a spot varnish for the brand logo to help it pop, along with gold, metallic ink on certain features for a more premium feel.

Brand: 7-Select
Retailer: 7-Eleven
Country: United States  
Agency: Brandimage

7-Eleven recognized that Cold Brew coffee was an emerging trend, one that could still cause confusion with mainstream shoppers. We were asked to create a design with shelf impact that quickly communicated “Cold Brew, flavor, and caffeine levels” to the consumer. Coffee origins were conveyed through the bean illustration and warm brown tones. Large type and bold colors easily revealed key benefits and flavor at shelf.

SILVER WINNERS:

Brand: Simply Me
Retailer: 7-Eleven
Country: United States
Agency: Brandimage

7-Eleven was seeking to bring more female customers into their stores with a high quality, yet affordable cosmetics and beauty tools line. The seasonal on-trend assortment was specially geared to millennial “glam seekers on the go”. Utilizing black packaging to convey simplicity and sophistication, we created a sleek, modern brandmark, adding a touch of elegance through the use of gold foil-stamping and clean lines.

Brand: 7-Select
Retailer: 7-Eleven
Country: United States
Agency: Brandimage

These new organic, cold-pressed juices are part of 7-Select’s GO!Smart private brand line of premium better-for-you snacks and beverages. The design balances the need to inform with the desire to maximize product visibility by taking a bold typographic approach. The use of minimal color and imagery on a clear label is intended to rival designs found in free-standing, freshly prepared high-end juice bars.

Brand: Sam’s Club Member’s Mark
Retailer: Sam’s Club
Country: United States
Agency: Equator Design

The Sam’s Club organic milk design needed to stand out and communicate its wholesome attributes on pack, particularly to the core demographic of health-conscious moms. In order to articulate a friendly and healthy product that builds buyer confidence, our design establishes a unique personality. Inspired by traditional farmers’ signage to indicate provenance and evoke a “fresh from the farm” sense of heritage and quality, hand-lettered typography in the style of a farm sign placed inside of an old-fashioned milk jug ensures that all of the product benefits are highlighted in an organized way that is both appealing and easy to read.

Color is important in this category for differentiation between milk fat content, so these conventions were woven into the background and typography color palette. Because this three-pack carton is sold in club stores, we were able to continue the “fresh from the farm” inspiration onto the outer case: the wooden planks from milk jug crates are “painted” with a panel that has vintage farm-stand charm.

GOLD WINNERS:

Brand: Monoprix food to go
Retailer: Monoprix
Country: France
Agency: Brandimage

Challenge: reposition a food to go line for busy urbanites that reflects what Monoprix is all about. Fresh, high-quality, healthy, and practical food to go products that are as appealing as they are tasty, all day long.

We translated the brand’s ambition into a transparent, sleek design which focuses on the quality ingredients and simple recipes. The commitments of Monoprix appear on the labels stating “Prepared by hand” on sandwiches and salads and “Fruits picked at their peak” on fruit salads.

The graphic identity is a trilogy of sorts: font styles reflecting modern elegance, the brand’s iconic apostrophe placed at the center to highlight selected products, a simple and effective black and white color code. A single tone runs through the entire ultra-minimalist, direct and affordable line that includes fresh sandwiches, salads, fresh-squeezed juices and desserts to go. Monoprix’s identity comes through effectively in a chic and trendy way.

Brand: ALDI
Retailer: ALDI
Country: United States
Agency: Equator Design

ALDI has built an enviable reputation for sourcing high-quality wines that combine great taste with an affordable price point. The Runik label suggests a deliberately different wine choice, drawing on gothic influences to evoke a sense of mystery and drama. Using classic black for the main red wine label color, paired with Celtic runes-based graphics, visual interest and texture were added to the label. Red and metallic silver inks and a hand-drawn font with a backward-facing letter K add impact on shelf and continue the alternative theme. Combining matte and metallic finishes, texture, and raised varnish—as well as bold and “hidden” graphics—creates a label with a multifaceted sensory appeal.

To view all 2018 Vertex Award winners, visit: http://www.vertexawards.org

About Vertex Awards: The awards are judged by a highly esteemed panel of industry experts from around the world and awarded based on Creativity, Marketability, and Innovation. The awards were created by Christopher Durham the president of My Private Brand and Phil Russo the publisher of Global Retail Brands.