Lynn's Lowdown

Do You Have What It Takes?

August 28, 2012
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It’s that time of year again. Entries are open for the PLBuyer Design Excellence Awards.

The awards recognize the best in private label design produced by design firms, retailers, processors and contract manufacturers, brokers and retailer co-ops, and others.

Last year, we received about 100 entries across 14 categories, including beverages, ethnic, frozen, on-shelf, organic, refrigerated, health & personal care, beauty & cosmetics, household goods & supplies, OTC medications, paper products, baby care, pet food/care/supplies and eco-friendly.

Once again, PLBuyer is assembling an all-star panel of judges to help assist in rating the entries.

Voting last year was based on the following attributes for each product’s packaging. Judges were given scorecards with the following explanations for each:

  • Shelf Impact – The product visually stands out on the shelf versus competitors, or effectively borrows the equities of the national brand (if this was the intended design strategy).
  • Relevancy – The package design ‘speaks’ to the target shopper (e.g. mom) and consumer (e.g. kids, dad, etc.)
  • Benefit/Appeal – The package conveys the right purchase drivers for the category and/or quality tier. For example, appetite appeal (food), efficacy (OTC), strength (garbage bags), etc.
  • Quality Positioning – The design reflects the intended quality position. For example, value tier should not over-promise, premium should look premium, etc.
  • Aesthetic Acumen – The overall design is well thought out, demonstrating effective use of font, image, layout and color.

Private label products with package designs that are innovative, creative, sustainable, and consumer friendly are invited to enter the competition. If you think you have a great design and have what it takes to stand out in the sea of private label products out there, submit your design.

Some of my personal favorites from last year include the Pams Snacks line. The package was designed by Brother Design, Ltd. and was designed for Pams, New Zealand’s largest private label supermarket range, owned and marketed by Foodstuffs Own Brand, Ltd.

The bags, I thought had a very cute and funky, fun design. For example, they had a snack called Cheesy Aliens, and the design featured one of the snacks with an eye in the middle of it and a spaceship nearby.

Another one of my favorite designs from last year was the children’s cereal line designed by Pemberton and Whitefoord for Fresh & Easy. One of the cereals is called Cocoa Sharks and the entire box looks like a giant shark with the name of the cereal inside the shark’s mouth.

So get your designs in now. The winners will be announced at the 2012 PLMA Show in November.

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