2020 Bronze Vertex Award Winners

McDaniel’s Coffee

Private Brand: McDaniel’s
Retailer: Save A Lot
Country: USA
Category: B2. Redesigned Brand
Agency: Marks Design

Credits:

Tim Brazier, Design Manager. Save A Lot
Debbie Kipp, Production Leader, Save A Lot
Nic Lama, Creative Director, Marks Design
Vincci Fung, Designer, Marks Design
Lauren Lincoln, Account Manager, Marks Design

Summary:

Save A Lot set out to enhance the existing McDaniel’s brand to create a gourmet coffee house experience at home, evoking a sense of expertise in the coffee world. Our goal was to develop a system that embraced the dark, rich, robust nature of coffee while allowing the flexibility to showcase flavor. The reinvented brand provides a total coffee solution, from our new bagged coffees, to our enhanced K-cup line and canister coffee, as well as our ready-to-drink line and non-dairy creamers. The clean and unified package design has helped solidify McDaniel’s as a powerhouse brand for Save A Lot

By Christopher DurhamPublished On: May 24th, 2020Tags: 2020, Bronze, R-BASIC, R-PRO, SP-BASIC, SP-PLUS, SP-PRO, vertex awards

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.