2020 Bronze Vertex Award Winners
Paperbird
Private Brand: Paperbird
Retailer: Wakefern Banners
Country: United States
Category: B1. New Brand
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 the re-imagining of our private brands, it was important that our new non-food household brand conveyed a feeling of ease – breaking out of the everyday, functional visual language we found across the majority of the home and cleaning aisles. Paperbird is the way you feel when the basics are sorted. Up lifting. Human. Calm. So you can clean in peace. Initial sales results have seen significant increases from our previous private brand items during the same time period last year
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.
