2020 Bronze Vertex Award Winners

Kythos Chips

Private Brand: Kythos
Retailer: Koba D1
Country: Colombia
Category: G3. Packaged Goods
Agency: scd

Credits:

Ana Maria Mesa, Photographer. SCD
Natalia Delgadillo, Design, SCD

Summary:

The initial brand was conceived as a private label for D1 supermarket in Colombia. Nevertheless the brand did not communicate quality, nor pop out on the supermarket shelf. The purpose of the redesign was to create an aspirational brand, that would stand out in the display. The challenge was to generate a new feeling to costumers, without losing the old ones that were already attached to the brand due to low prices and good quality. The result is a new brand that does not look like a private label, but achieves to communicate the good quality of the product. The consumer does not feel like buying a cheap brand, that might create disappointment. People start to be proud of getting this brand, without being embarrassed to be buying a private label. The sales of this brand were doubled in the 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.