2020 Gold Vertex Award Winners

Woolworths Gold

Private Brand: Woolworths Gold
Retailer: Woolworths
Country: Australia
Category: B4. Holiday Or Limited-Edition Private Brand
Agency: Woolworths Australia

Credits:

Greg Boulting, Design Director, Boxer & Co.
Mark Haygarth, Creative Director, Boxer & Co.
Sophie Challenor, Head of Non-Food Brands, Woolworths FoodCo Marketing

Summary:

Quality time and food are the two luxuries that feature in most modern celebrations. The design for Gold, therefore, is inspired by the key idea of ‘magical moments’. Gold’s range of luxurious and unique products delivers an innovative offering that allows customers to trade up into something more special unique to treat themselves or loved ones.

A range of bespoke celebratory firework patterns were crafted to complement a vibrant and modern color palette, allowing flexibility across products whilst retaining a clear and distinct connection to the idea of fun and celebration. Timeless, elegant typography helps create a true sense of occasion while fine foil detailing cues premium and celebration.

The outcome is a magical, positive, and uplifting feel which would take pride of place in any setting.

By Christopher DurhamPublished On: May 27th, 2020Tags: 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.