Loving Vertex

MARTY DIFRISCO CREATIVE ACCOUNT DIRECTOR MARKETING BY DESIGN (MBD)

EVERY YEAR AROUND THIS TIME, I feel like a kid waiting for Christmas morning, because it’s awards season! No, not the Golden Globes, or the People’s Choice. Not even the Oscars. It’s the Vertex Design Awards, and yes, I’m a Private Brands design nerd!

I’ve been involved in Private Brands design for more than 20 years, and it’s at this time of year that I get to see designs from all over the world. I’m always so impressed with how design teams create such great, unique packaging with such varying styles. In a recent conversation with Maria Dubuc, principal at Marketing By Design and long-time Vertex judge, I asked her what it’s like being a judge with so many stellar designs to choose from.

“I love getting to help choose the award winners. It’s such an honor. I approach it like I’m in a museum, where I often get emotional at the sight of a work of art! I stare at each submission and marvel at how the artist got there. What was the strategy, what motivated them, what kind of challenges did they face. More times than not, I am amazed at the results.”

This is not an uncommon reaction for Private Brand package design enthusiasts. I often find myself getting lost for an hour in the sea of packaging at the grocery store when I was just supposed to be picking up some eggs!

So, what’s the secret to creating award-winning package designs? Is there a special process that designers follow? Maybe it’s the perfect font or the ideal use of color. Great product photography has to be included in great design, right? The answer is all of the above, but so much more. There are teams of people from all areas of the private brand industry that have to work together to create a brand, a style, a look that ultimately informs the consumer reaching for their product instead of the competitors. At the end of the day, it’s more than just great package design: There’s a marketplace pain point, a problem to be solved, and business objectives to be fulfilled.

And it all starts with the brand owner’s vision. What do their customers want, and what is the most elegant and creative way to visually deliver that brand message to the ultimate consumer? That is the essence of

BJ’S WHOLESALE CLUB Wellsley Farms Almond Milk

Beverages: Non-Alcoholic (ready to drink)

BJ’S WHOLESALE CLUB Wellsley Farms Almond Flour

Packaged Goods

BJ’S WHOLESALE CLUB Wellsley Farms Creamers

Beverages: Non-Alcoholic (ready to drink)

PRICESMART Member’s Selection Fruit Cups

Packaged Goods

NATURAL GROCERS Cleaning Products

Home: Home Cleaning

SMART & FINAL First Street Nut Bars

Packaged Goods

NATURAL GROCERS Ketchup

Organic & Natural Food

7-ELEVEN 7-Select Tuna Meal Kits

Packaged Goods

SMART & FINAL Sun Harvest Nut Clusters

Packaged Goods

7-ELEVEN 7-Select Peanut Butter Cups

Packaged Goods

7-ELEVEN 7-Select PB&J Pocket

Packaged Goods

GOLD

7-ELEVEN 7-Select Loco Rollers

Packaged Goods 7-Eleven was looking to compete with the rolled tortilla brand, Taki's. So we designed a bold and impactful look that stands out on the shelf but is easily recognized as a spicy rolled tortilla.

SILVER

NATURAL GROCERS Aluminum Water Bottles,

Beverages: Non-Alcoholic (ready to drink) These intentional shades of blue highlight the eco-friendly and trendy aluminum bottle packaging. The elongated shape of these water bottles was perfect for the use of a great blue heron bird to remind the consumer of nature, as well as purity and refreshment.

7-ELEVEN 7-Select Tuna Meal Kit

Packaged Goods These tuna meal kits are designed for people on-the-go that need a quick, healthy snack. We chose bold, bright colors so that these products are easy to see on shelf. We also placed an emphasis on call-outs like sustainably caught, dolphin free and mercury tested.

BRONZE

BRONZE

SMART & FINAL,

Sun Harvest Juice Boxes

Beverages: Non-Alcoholic (ready to drink) Juice is a category purchased by moms for kids, so Smart and Final wanted a design to appeal to both adults and children. The solution is a clean, modern design with appetizing fruit imagery and a font that resembles a child's handwriting.

Marty DiFrisco has over 20 years as a creative leader in the private brand industry. After art school he decided to serve his country in the US Navy. When his service was complete, he got back into design as a packaging designer, with a focus on private brands. His career took him from Topco to The Federated Group, and finally landing him as a Creative Account Director with Marketing By Design.