Retailer Features

Special Report: Design Contest

November 28, 2012
/ Print / Reprints /
/ Text Size+

The second year of PLBuyer’s Design Excellence Awards brought in more than 100 submissions over 16 categories, giving our quartet of judges plenty to think about over the course of a September day.

Judges were not able to vote on products submitted by their company, but Christopher Durham of My Private Brand, Lindsey Hurr of Immotion Studios, Todd Maute of CBX, and Dennis Whalen of Michael Osborne Design spent an afternoon combing over the submissions to find the best of the best.

Voting 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 and premium should look premium, etc.
• Aesthetic Acumen – The overall design is well thought out, demonstrating effective use of font, image, layout and color.

Finalists are listed below, with comments about the design from the company submissions into the contest.

The finalists will be displayed at the PLBuyer booth at the 2012 PLMA Trade Show in Chicago, and we will announce the winners in each category from the booth at the show, as well as the top three picks by the judges for Best of Show.


Company name: BLDG No. 4 Marketing
Retailer: Rexall
Product: Gripe Water
About the design: A crisp white background featuring customized full color “happy and contented” baby dinosaur illustrations provides a powerful on-shelf visual and clear point of difference from national brand products.


Company name: Navarro Discount Pharmacy’s Vida Mia
Retailer: Various retailers and wholesalers
Product: V Moroccan oil
About the design: Based on focus group studies, vibrant and vivid colors were selected, staying away from flag colors of any specific Hispanic country.


Company name: P&W Design Consultants
Retailer: Fresh & Easy Neighborhood Market
Product: Italian sodas
About the design: The design brief … was that of provenance, premium quality, and timeless refreshment. We delivered a design that takes you back to a time and place where ingredients were simple, inspired classic ‘50s and ‘60s era.

Company name: Biggby
Retailer: Biggby Cafe
Product: Biggby Coffee
About the design: Our goal with this re-do was honestly just to make the packaging reflect the kind of people that make up Biggby Coffee: fun, accepting, and totally unpretentious coffee lovers. The iconic to-go cup graphic is down-to-earth. It stands boldly on the shelf, typically surrounded by more texturally complex packages that tend to blend together.


Company name: Winery Exchange
Retailer: Fresh & Easy
Product: Hopper Whitman Summer Wheat Ale
About the design: With a play on the defining ingredient for craft beer, we have developed a dapper character who, as an expert in his craft, bounds over sun-bathed hillsides to bring you his latest seasonal brew. Hop to it quick, before this Summer Wheat Ale Brew is gone.


Retailer: Tesco UK
Product: Spanish Orange Juice
About the design: The design reflects the origin of the oranges whilst keeping it light hearted and distinctive from the array of other orange juices in the fixture. The idea of the matador was used to create an iconic symbol, integrating a photographic orange as the face of the matador and bull within the naïve illustration style was for a sense for fun, along with strong color coding to help differentiate between the smooth OK and the variety with bits.


Company name: Topco Associates LLC
Retailer: Topco
Product: Full Circle Udon and Noodle Bowls
About the design: The unique Asian-inspired design reinforces the unique product profile of each item. Each bowl is enveloped in a clever cardboard outer wrap, and each product takes only 90 seconds to heat in the microwave.


Company name: The Fresh Market
Retailer: The Fresh Market
Product: Fresh Market Frozen Italian Meals
About the design: We feel like this packaging beckons to the customer through the freezer door with a very distinct and eye-catching look. It makes the customer’s mouth water with tempting photography of the meal contained within.

Company name: RKW Communications Inc.
Retailer: Overwaitea Food Group
Product: Western Family Classics Limited Edition Ice Cream
About the design: The design is clever, yet clean and simple. It projects the main attribute of the product, the flavor, in an interesting, creative, and effective way. We have had an overwhelming positive initial response.


Company name: Topco Associates LLC
Retailer: Topco
Product: Full Circle Organic Frozen Fruit Medleys
About the design: The line’s stand-up 10-ounce pouches feature convenient re-sealable with quick, at-a-glance front-of-pack nutritional information. The heart-healthy implication is a quick and iconic symbol to time-starved consumers that this line of fruit is a healthy choice and a welcome ingredient to meals and snacks.

Company name: Supervalu
Retailer: Jewel
Product: StoneRidge Creamery Limited Edition Ice Cream
About the design: The StoneRidge Creamery Limited Edition Ice Creams were only available for a short period of time, so we needed to make the package stand out, compared to the other mainstay items.


Company name: Supervalu
Retailer: Acme
Product: Equaline Scented Hand Sanitzers
About the design: We wanted a very upscale bottle, reminiscent of Bath & Body. The color of the product inside complemented a very simplistic label.

Company name: Pharmaca Integrative Pharmacy Retailer: Pharmaca
Product: Body Washes and Lotions
About the design: The goal was to create a package with a nice, clean look that fit easily in any décor. We also wanted the customer to easily re-purchase the product by remembering the label color, even if they forgot the specific scent.


Company name: united* dsn llc
Retailer: Lowe’s
Product: Blue Hawk
About the design: Blue Hawk is cleaner and more direct in its communication, so it is much easier for the DIY consumer/contractor to shop in a sea of hundreds of categories and thousands of SKUs. But importantly, the Blue Hawk brand transforms the way consumers think about private brands, with an attitude and style that feels dependable, trustworthy, and credible.

Company name: P&W Design Consultants
Retailer: Fresh & Easy Neighborhood Market
Product: Storage Bags and Containerss
About the design: This design breaks convention and takes a dull, utilitarian product and transforms it into a fun and collectible item you would be proud to buy. Clean, contemporary, and full of personality are not words you usually use to describe products in the plastics category. Now you can.


Company name: Loblaw Companies Ltd.
Retailer: Loblaws
Product: President’s Choice Black Label Pasta
About the design: The contemporary use of color and typography juxtaposed against custom photographed black-and-white imagery creates a sophisticated and distinct look. With its aspirational imagery and enticing feel, it appears to consumers who are adventuresome in their culinary experiences and also to mainstream consumers.

Company name: Loblaw Companies Ltd.
Retailer: Loblaws
Product: President’s Choice Black Label Confectionary
About the design: Private labels are usually known for offering more affordable options to consumers, yet Black Label represents a premium, unique tier within a private label. Its sophisticated, distinctive and contemporary design conveys premium quality under the trusted PC brand.


Company name: Walgreens/CBX
Retailer: Walgreens
Product: Nice! line
About the design: The Nice! Brand is a prive-value line that stands out on shelf through is cheerful, vibrant personality and relatable, engaging imagery. The goal was to create a brand that could connect with the consumer emotionally to build loyalty, while laddering up to the
overall Walgreens strategy of happy and healthy.

Company name: Pedon S.P.A.
Retailer: Norgesgruppen
Product: Organic Quinoa
About the design: Innovative packaging, attractive and resealable stand-up pouch is packed under protective atmosphere.


Company name: The Fresh Market
Retailer: The Fresh Market
Product: The Fresh Market Organic Rice And Quinoa
About the design: This packaging is bold and bright, grabbing the customer’s precious attention. Once you pick up the product, you feel the textural differences between the matte bag and the glossy product window, further adding interest to the shopping experience. The large typography and bright colors are daring for the shelf.

Company name: Clement Pappas & Co.
Retailer: Wegman’s
Product: Organic Healthy Child
About the design: The thought was to provide a health innovative beverage options that was specifically and intentionally designed to be used by children.


Company name: Fred’s
Retailer: Fred’s
Product: Medications
About the design: The new Fred’s brand identity couple together a more contemporary approach and a clean, timeless sans serif font that is easily legible. Furthermore, the blue color is retained in order to build upon existing equity, while the yellow apostrophe adds a unique touch and point of difference.

Company name: Periscope
Retailer: Walgreens
Product: Well at Walgreens line
About the design: The idea was to contemporize and simplify their line of health and wellness products, while elevating them to the level of a truly differentiated brand. With a very clean, straightforward asthetic and information hierarchy, as well as a consistent look and feel throughout the entire brand, the products have become more shoppable.


Company name: Supervalu
Retailer: Shaws
Product: Essential Everyday Microwaveable Dinner Plates
About the design: We wanted the plates themselves to really show through. We used a tight printed shrinkwrap, rather than a sticker, to provide a very crisp appearance.

Company name: Costco Wholesale
Retailer: Costco
Product: Kirkland Signature Parchment Paper
About the design: Communicates an easy way to bake, cook, and prepare food with almost no cleanup. The packaging shows bright, vibrant colors with great graphics of the product’s multiple uses.


Company name: Topco Associates LLC
Retailer: Topco
Product: Chuck Wagon Dog Dinner brand
About the design: The brand has reinvented the brand with a new twist, while keeping the brand name recognition intact. The packaging features charming dog photos, which capture their individual personalities. The fresh new approach finds a healthy balance between iconic memories of the past, as well as close relationships with our furry companions today.

Company name: Loblaw Companies Ltd.
Retailer: Loblaws
Product: President’s Choice Nutrition First Pet Food
About the design: For Nutrition First, the clinical approach to imagery with emphasis on the functional product benefits helps customers to quickly understand the main benefits, as well as the secondary set of claims and product benefits. Clean, bold visual presence of dogs and cats with shiny coats emphasizes pets’ good health.


Company name: P&W Design Consultants
Retailer: Fresh & Easy Neighborhood Market
Product: Kitchen To Go
About the design: The design delivers four restaurants or kitchens under one umbrella brand. Cohesion and brand identity remains clear whether you are shopping the Italian range of the Asian range. The combination of the shopability for customers and delivering fresh appetizing food values is a unique offer.

Company name: Whole Foods Market
Retailer: Whole Foods Market
Product: 365 Everyday Value Greek Yogurt
About the design: The wonderful newer process of in-mould labeling enabled our design to utilize a striking combination of photography and illustration for an exemplary look that is unique, category appropriate, and challenging to execute successfully.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Chris Freeman

You must login or register in order to post a comment.



Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace