2020 Bronze Vertex Award Winners

Paperbird Premium Bath Tissue

Private Brand: Paperbird Premium
Retailer: Wakefern Banners
Country: United States
Category: P4. Health Care:
Agency: PearlFisher/SGS Co.

Credits:

SGS Co, Production Team.
Laura Kind, VP Brand Strategy, Wakefern
Glenn Pfeifer, Design Mgr, Wakefern

Summary:

As Wakefern embarked upon re-imagining our entire private brand portfolio, we wanted our non-food brand to challenge the everyday, functional design systems in the household category and deliver a feeling you achieve when “all the basics are sorted.” Paperbird Premium is a range of high-quality products that are easy to shop an effortless to rely on. Our new brand is uplifting, human and calm. All initial sales since our launch have exceeded expectations and are significantly up from our old private label items vs same time period last year

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.