Saturday, October 16, 2010

Fresh & Easy Neighborhood Market's Private Brand Kids' Cereal Wins Bronze 'Pentaward' in 2010 Packaging Design Competition

Private Brand Showcase

The international design firm Pemberton and Whitefoord (P&W) has won a Bronze "Pentaward" in the "Distributors'-Retailers' own brands (food)" category for its packaging design of Tesco Fresh & Easy Neighborhood Market's 'fresh&easy' private brand Kids' Cereal line (pictured at top and below) at the 2010 Pentawards competition, which was held this year in China at the "Expo 2010 Shanghai," which is currently going on. So far, over 6 million people have attended the mega-expo.
Pentawards, which is in its fourth year, is an annual global competition devoted to packaging design in all its forms. It's open to everybody in all countries who are associated with the creation and marketing of packaging. The packaging design competition's website is here.

Competition winners receive Bronze, Silver, Gold, Platinum or Diamond "Pentawards," based on the creative quality of their work. The Diamond award is the highest, followed by Platinum, Gold, Silver and Bronze.

Diamond, Platinum and Gold awards aren't always awarded in every sub-category, such as the Distributors'-Retailers' own brands (food)," segment.

There are four product categories: Beverages, Food, Body, Other Markets and Luxury. Within the four product categories are various sub-categories, such as the distributo-retailer private brand segment mentioned above.

You can view the various categories and sub-categories, along with all the respective winners, here.

The 'fresh&easy' Kids' Cereal line, which the grocery chain introduced earlier this year, comes in three kid-friendly varieties: Cookie Bites, Cocoa Sharks and Apple & Cinnamon Smiles.

Here's what United Kingdom-headquartered design agency P&W said about the approach it took in designing the award-winning product packaging: "We transformed the boxes into individual characters, each one about to guzzle back a bowl of their favorite cereal. Their bold, graphic style is unique to the market and stands apart from the more visually cluttered branded competitors. To increase engagement and repeat purchase, and imbue the packs with Fresh & Easy’s personality, we also created games, such as mazes and fun word-finders, to feature on back of pack."
The back of the breakfast cereal package (like the SKU pictured above) features various games designed to draw - and hold - the little consumers' attention - and build brand loyalty.

The private brand Kids' Cereal line is made without the use of artificial colorings and flavors. It contains sugar rather than high-fructose corn syrup as a sweetener.

While it's true that packaging design doesn't guarantee repeat sales of food and grocery products - the quality of the product has to do that - it does act as a billboard on the grocery shelf, generating shopper interest and customer product trial. As such, packaging is arguably the most important marketing communications aspect for a food, grocery or non-food packaged goods product.

We like the 'fresh&easy' brand Kids' Cereal line packaging - and in our analysis it does generate customer trial, since it stands out on the store shelves as a unique-looking package.

P&W did its job for Tesco's Fresh & Easy in that regard. And the judges at the annual Pentawards packaging design competition apparently think so as well, awarding it a Bronze Medal in the "Distributors'-Retailers' own brands (food)" category.

P&W, which has been working with Tesco's Fresh & Easy Neighborhood Market since the beginning in 2006-2007, has designed over 1,000 SKUs for the grocer, according to a spokesperson for the firm.
Besides Fresh & Easy, U.S. drug chain Duane Reade's 'de lish' private brand Skyline packaging took home a Silver "Pentaward" for the designer, New York City-based CBX. See the silver award-winning packaging here.

Duane-Reade is owned by Walgreens, the leading drug chain in the United States.

The Fresh & Easy Neighborhood Market and Duane Read private brand packaging designs are the two winners representing American retailer's receiving awards in the retailer brands sub-category.

You can use the search function here to view all of the 2010 Pentaward competition winning packaging designs. Do check out the food and beverage categories. There are some examples of excellent packaging designs represented among the numerous winners.

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