They've Got It All
The winning packages in our first-ever Store Brand Packaging Awards competition not only are great-looking and functional, but also effectively communicate the product message to consumers.
Packaging can do much more than just hold and protect a product. It can draw a shopper's eye, communicate a product's message, and even boost a product's convenience quotient. Great packaging accomplishes all of those things — and more. In our first-ever Store Brand Packaging Awards,Progressive Grocer's Store Brands is pleased to honor new store brand packaging that deserves that "great" qualifier.
Our call for entries netted approximately 100 submissions representing hundreds of SKUs. To avoid the potential for bias, we looked outside the packaging design industry to put our panel of judges together. Our judges, packaging editors from UBM Canon's Packaging Digest, collectively boast almost a century of packaging experience. They include John Kalkowski, the publication's editorial director; Lisa Pierce, the publication's editor; and Jack Mans, the publication's plant operations editor.
We divided the entries into four categories: Refrigerated and Frozen Foods, Shelf-Stable Foods, Beverages and Non-Foods. When a line included products under more than one category, we selected the category in which the majority of products fell.
We then instructed the judges to evaluate each entry within a category on three criteria: overall appearance, functionality and communication of the product message. They were told to weigh each criterion equally.
In the end, the judges selected a Gold, Silver and Bronze Award winner within each category. They also honored one overall standout across the categories with the "Best of the Bunch" Award.
In addition, the judges gave Batavia, Ill.-based ALDI Inc., which submitted a number of SKUs for consideration, an honorable mention for placing bar codes on multiple sides of its packaging. The design, the judges say, should work to enhance speed of checkout in ALDI's unique operating environment.
Best of the Bunch Award
Hannaford Fresh Meals in Minutes
Retail company: Delhaize America, Salisbury, N.C.
Packaging design company: Delhaize America's internal design team
The judges weigh in:
"This is a really fresh, nice alternative to the microwave or frozen meals that people rely on," Kalkowski offers. "It's nice that it's all packaged together. You can see the quality of the product and its freshness, and it's all tied together very nicely. And this is something that even the big brands haven't even thought of. It's really some innovative thinking."
"The name of it — Fresh Meals in Minutes — that's what so many of us want: restaurant-quality food that's fresh and healthy and fast and tasty," Pierce says. "Consumers pick four components to make a meal, and [the components] all have the same very stylized logo, which is helpful to those of us who are somewhat cooking-challenged. I like the color coding. I like the very contemporary font. Being able to incorporate this on labels to where you can still see through some of the packages is a plus."
"In today's world, where people don't want to go out and spend a lot of time shopping, to have an integrated series of products that you can pick from to create a meal is great," Mans says.
Refrigerated And Frozen Foods
GOLD AWARD
Sensations by Compliments Pesto
Retail company: Sobeys, Mississauga, Ontario
Packaging design company: Fish Out of Water, Toronto
The judges weigh in:
"There is nothing about this package that I don't like," Pierce says. "I like the unique shape of it; I like the richness of the black rim around the lid, as well as still having enough clear area to see the product. I like the in-mold label on the top of the lid where it has a nice tactile feel. It also has great photography, and I like the color coding for the various flavors in the line."
"I agree with everything that Lisa said," Kalkowski notes. "Even among national brands, this package would stand out."
"And I like the way they've done the label underneath, which is also an in-mold label," Pierce adds. "It's got a bit of a wraparound — wow is that nice."
SILVER AWARD
Publix Deli line
Retail company: Publix Super Markets, Lakeland, Fla. Packaging design company: Publix Creative Services, Lakeland, Fla.
The judges weigh in:
"They have very nice consistency of the branding, the images they use; it's just very clean," Kalkowski says. "On the soup containers especially, what really caught our eye is the fact that they have an easy-open lid along with a paperboard sleeve that's similar to what Starbucks uses on its coffee cups. So you can easily warm it up in the office in a microwave, and you don't even need utensils to eat the product — you can just sip out of the cup."
"What I like are the stylized illustrations that go along with it," Pierce says. "The cleanness of the white label — the hierarchy is very well designed. I like the fact that for most of the products,
you can actually see the product through the packaging."
"At first glance, [the soup packaging] looks like a pretty common package," Mans notes. "And then you take the lid off and you see the metal peel-off, the removable lid, the sleeve. For the person on the go, it's a great design."
Shelf-Stable Foods
GOLD AWARD
Nice! line
Retail company: Walgreen Co., Deerfield, Ill.
Packaging design company: CBX, New York
The judges weigh in:
"I know that Walgreens is using this on a whole bunch of different SKUs, and this shows a very small part of the entire product line. But one thing I like is the way they use the product itself in some type of illustration on every one of the packages,"
BRONZE AWARD
Hannaford brand Kids Meals
Retail company: Delhaize America, Salisbury, N.C.
Packaging design company: Delhaize America's internal design team
The judges weigh in:
"It's designed for kids, but also for parents so they can determine that it's a good product for children's consumption," Kalkowski says. "It has pretty appealing photos of what's in the product that would appeal to children, along with some characters based on the ingredients. One very nice thing is it has the nutritional values right up front, so parents can immediately see that. And then no matter which way you look at it, you can easily identify what the product is so when you have them stacked in a freezer you can pull them out. And then for the children's benefit, there are some games on the back of the carton."
"John pretty much pointed out all the benefits, Pierce states. "I also like the consistent design of it and the consistent use of color coding across the different meals."
"I think it's a design that in the crowded frozen food space will stand out," Mans adds.
Kalkowski offers. "Even though they are using a white background that's popular with so many brands right now, I think they do it in a way that is not quite as plain Jane as some of the other ones that are out there right now."
It's a clean design," Pierce says. "The color coding is helpful from a shopability point of view. They are using nice, contemporary colors and a clean design."
"I like the continuity of the brand — the way they carry it out throughout the whole range of products," Mans adds.
SILVER AWARD
Sensations by Compliments Assorted Belgian Chocolates
Retail company: Sobeys, Mississauga, Ontario
Packaging design company: CBX, New York
The judges weigh in:
"I like the quality of the print on the sleeve," Pierce says. "There's very good use of gloss in select areas along the medallion and the ribbons, which adds a bit of a gift feel to it. And the way the box opens with magnets is unusual. In cosmetics, it's been used for awhile, but not in this category, premium chocolates."
"It's an elegant package that will certainly stand out in the store," Mans states.
"This is obviously a premium package that you can give as a gift and not feel that your recipient will feel it's not a high-quality premium product," Kalkowski says.
"I also like the way that the fold in the tray has a little bit of give in there so you can easily access the chocolates," Pierce adds. "Nice photography on the inside label explaining what chocolates are what in the trays. I also like the soft-touch feel of the carton."
BRONZE AWARD
7-Select Premium Pretzels
Retail company: 7-Eleven, Dallas
Packaging design company: Brandimage (part of Schawk, Des Plaines, Ill.)
The judges weigh in:
"The primary thing here is they are showing that it's more of a premium brand than some of the other products in the 7-Select lineup," Kalkowski offers. "I think they do that by having excellent photography and a matte finish and just a nice feel in the hand for these products."
"The matte finish really stands out and differentiates it," Mans says. "Most of the other snacks packs you see are glossy."
"The color coding on the banner going across the center of the pack is nice, and I like the prominence of the revamped 7-Select logo," Pierce adds.
Beverages
GOLD AWARD
Ambiance Espresso Whole Bean Coffee
Retail company: Smart & Final, Commerce, Calif.
Packaging design company: Brandimage (part of Schawk, Des Plaines, Ill.)
The judges weigh in:
"I think it's a gorgeous package," Mans says. "I don't see any better functionality than any other bag, but I think it really is a beautiful package. I think it will really stand out on the shelf."
"I think the good thing here is the quality of the printing and the use of multiple coatings and varnishes to achieve a premium look," Kalkowski states. "That makes it really stand out as not being a low-cost private label brand. It makes it a nice-looking product."
"I like the background print with the maps and the stamps, which clearly says international and has a sophistication to it," Pierce notes. "I also like the varnish, especially on the type, which makes it pop. And the variety and the flavor are printed on the bag instead of what has been almost the standard with bagged coffee, where the bag has got generic brand printing, and then there's a label slapped on it with the flavor. Obviously, they put a bit more of money into this package."
SILVER AWARD
Taste of Inspirations Tea
Retail company: Delhaize America, Salisbury, N.C.
Packaging design company: Delhaize America's internal design team
The judges weigh in:
"It's a convenient package, and I like the dispensing feature of it," Mans offers.
"I like the high quality of the printing and the fact that [the box] has a couple of tamper-evident tabs so you can check both sides and make sure it hasn't been tampered with," Kalkowski says.
"I also like the cleanness of the design," Pierce says. "We've seen a couple of other products in the line, and they all use the similar banner with the die cut up at the top. Across the family, it is a nice design style, and it also says a little bit of old-world quality to me. And I like easy-to-shop color coding."
BRONZE AWARD
Central Market Classics Tangerine Juice
Retail company: Price Chopper Supermarkets, Schenectady, N.Y.
Packaging design company: Price Chopper's internal design team
The judges weigh in:
"It's a bottle shape that stands out a bit, especially for a private brand," Kalkowski says. "It cubes nicely, so that would be good for shipping, yet it has a nice thin neck where you can grab it for pouring. The design is nice on the shrink sleeve itself. The only thing I was concerned about was the distortion on the sleeve after it was applied."
"I like the way the design on the sleeve has the color around the rim, which is somewhat above the shoulder and kind of frames it nicely," Pierce notes. "And the color-coded cap pulls together the green in the label nicely."
Non-Foods
GOLD AWARD
Compliments GreenCare line
Retail company: Sobeys, Mississauga, Ontario Packaging design company: Fish Out of Water, Toronto
The judges weigh in:
"I like the way they've got the green vignette to where you've got the highlight on the brand name, the product name," Pierce offers. "I like the simplicity of the daisy as an icon for greenness. … and the packages, even though they are similar to branded packages, have enough of a different shape to differentiate them, so it's close to a 'me-too,' but not. They did a good job with using negative space. There's open space on the packages, and yet it's very relaxing, very soothing."
"The whole brand is consistent, and it's just looks so clean and smooth," Mans says. "I think the green really stands out. I don't necessarily equate that with ecology, but I think it really does give you a great image. And the shape of that spray bottle is really cool — I would have picked that all by itself."
"I would say also the green is in keeping with trying to present an ecologically sound image, and they even have their Canadian certification on there," Kalkowski adds. "And just the consistency of brand image and excellent work on the sleeves, especially on the spray bottle, where you have more than 50 percent shrink."
SILVER AWARD
Essential Everyday Free Laundry Detergent Pacs
Retail company: Supervalu, Minneapolis
Packaging design company: Supervalu's internal design team
The judges weigh in:
"I really like being able to see the product in that clear window at the bottom of the package," Mans says. "I think that really is different from anything else."
"And the clear product keeps that image of being free of dyes and perfumes," Kalkowski notes.
"I also like the functionality of the pack," Pierce says. "It looks like it is easy-open; there's a tear notch, a linear score so it will tear cleanly. But it's also got a zipper reseal on it, which is pretty important to make sure that the pouches on the inside, which are water-soluble, don't get wet. So it's functional as well as attractive."
BRONZE AWARD
Winn-Dixie Charcoal (single-use)
Retail company: Winn-Dixie Stores, Jacksonville, Fla.
Packaging design company: Daymon Design, Stamford, Conn.
The judges weigh in:
"I like the functionality of how you open the product and use it, where it's mess-free," Pierce says. "I also like the fact that they promote single use front and center on the front of the bag."
"I just think it just looks really great," Mans states. "It really has a great appearance, and [single-use charcoals] are all pretty much alike in what they do, so I just like the looks of this."
"I like the fact that their safety messages are plain to see on the bag," Kalkowski adds.
The Judges