2020 Silver Vertex Award Winners

AH Mexican Food

Private Brand: Albert Heijn
Retailer: Albert Heijn
Country: Nederland
Category: G8. International/Specialty Food
Agency: Millford Brand ID

Credits:

Jon Sonneveld, Design Director, Millford Brand ID
Sascha Goutier, Account Director, Millford Brand ID
Tobias Reymond, Photographer, Tobias Reymond Photo/Film
Fred van Deelen, Illustrator, arty2

Summary:

The Mexican products have been on the shelf for 15 years with the same design; a bright yellow block. Very recognizable for the consumer. The products sell very well (Albert Heijn is market leader). The time has come for a redesign, for this design is outdated.
Albert Heijn asked a redesign within the private label segment with a family proposition. The Mexican products need a modernization, a refreshment. NOT a revolution because the consumer recognizes the yellow color block and they must retain this recognition.
The challenge was a new design for this assortment with a colored Mexican appearance. We choose a fresh, modern route with a cheerful, colorful, energetic look and feel. We used Mexican iconic elements. We’ve created an accessible and energetic assortment of 16 products: seasoning mixes, sauces, tortillas, tacos, and nachos.

By Christopher DurhamPublished On: May 26th, 2020Tags: 2020, R-BASIC, R-PRO, silver, 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.