2020 Bronze Vertex Award Winners

NEX Wanderling

Private Brand: Wanderling
Retailer: Navy Exchange
Country: United States
Category: B1. New Brand
Agency: The Thorburn Group

Credits:

Jo-Anne Ebensteiner, President, Writer. The Thorburn Group
Elizabeth Bjorklund, Designer, The Thorburn Group
Scott Furlough, Brand Identity Manager, Navy Exchange Service Command
Richard Honiball, CMO, Navy Exchange Service Command
Various, Photographer,

Summary:

The purpose was to name, design, and execute a private label identity and brand within the baby’s clothing category. The brand connects the selective market of parents and grandparents that would emotionally connect with the product. To find a name that resonated, Wanderling is magical, fun, engaging, and optimistic. The name needed to represent the category, spirit of the logo, and photography that directly connected to the audience. Wanderling has a tone that is fun and charming, and it helps the buyers take on that tone and have a strong compass of attitude.

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.