2020 Gold Vertex Award Winners

Freedom’s Choice Enhanced Water

Private Brand: Freedom’s Choice
Retailer: U.S. Defense Commissary Agency
Country: United States
Category: G6. Beverages: Non-Alcoholic
Agency: Jupiter Prestige Group

Credits:

Tom Bierbaum, Director of Private Brands, Jupiter Prestige Group
Brandin Davis, Account Executive, Jupiter Prestige Group
Jason Van Orden, Creative Director, Jupiter Prestige Group
Mark Lancaster, Project Manager, Jupiter Prestige Group
Jade Villafane, Project Manager, Jupiter Prestige Group
Jennifer Barnes, Art Director, Jupiter Prestige Group

Summary:

The objective was to design and develop packaging which reflected the enhanced properties of the water and create separation between lower-tier brands. The design solution was sleek and modern with minimal typography to focus on the illustrated wave pattern for an artistic aspect. One production challenge was creating the gradient effect within the pattern itself while only using a minimal number of spot colors within the flexographic printing process. Overall the packaging resonates with a contemporary and active lifestyle audience.

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.