2020 Bronze Vertex Award Winners

Duck Snack Series

Private Brand: Liang Shi Ji
Retailer: WuMart
Country: China
Category: G3. Packaged Goods
Agency: ReTech Labs

Credits:

Joan Liang, Marketing Director. ReTech Labs
Chris Xu, Art Manager, ReTech Labs
Jing Xu, Designer, ReTech Labs
Herc Fan, Assistant Designer, ReTech Labs

Summary:

The packaging uses dark color as the background, supported with the tone of barbecue and spices in dynamic movements to create an association with the taste and stimulate the appetite of the consumers. As a snack series, the products are not named after the main original ingredient, rather, it adopts the internet buzzwords, which are close to life, and are in tune with the product positioning as an online celebrity by meeting the needs of the targeted young consumers. Overall, the packaging design is vivid and coordinated in style, and it demonstrates the characteristics of the products while keeping in close touch with the online trend.

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.