Boxer & Co. has been recognised at the Vertex Awards for its design strategy and execution on Woolworths' Premium Ice Cream and Premium Meat ranges. Boxer & Co.’s Woolworths Premium Ice Cream secured a Gold award, while its Woolworths Premium Meat range captured a Bronze.
The design for Woolworths' Premium Meat range aimed to elevate the product's market presence. According to Boxer & Co., the brief required the new design to integrate seamlessly with the core meat range while leading the market and being unmistakably Woolworths.
The design adopts premium butcher language, featuring a 'watch strap' shape and a roundel that resembles a hallmark or coat of arms, with elements such as cattle, a butcher’s cleaver, and an Australian map highlighting product attributes.
An emboss-style pattern inspired by currency lends authenticity, while a deep green and gold colour palette signifies freshness and quality, complemented by clean typography.
For the Premium Ice Cream range, Boxer & Co. emphasised the creative, chunky flavour combinations of the new products, including Peanut Butter Cup & Jammy Swirls and Cookie Dough & Choc Flakes.
The design centres around a circular device that houses the product name and serves as a central visual point, with inclusions scattered, drizzled, and flaked around the edge in a decadent manner. Each pack features a creative background pattern, with the range unified by a deep, smouldering brown colour and consistent packaging architecture.
The Vertex Awards are the only global competition dedicated exclusively to the art of private brand package design. Judged by a panel of industry experts from around the world, the awards are based on creativity, marketability, and innovation. The awards were created by Christopher Durham, president of the Velocity Institute, and Phil Russo, publisher of Global Retail Brands.
