Farwell also served as one of three judges for a students’ competition sponsored by Walmart Canada to recast the Great Value branding. The product and category: A toilet bowl cleaner, Great Value Eco Toilet Bowl Cleaner Bottle. Along with audience members, I was impressed at how creative, thorough and polished the students' redesigns and presentations were.
In fact, I would say that they were downright flush with superb concepts.
The students, from six schools, were already first-place winners in their respective school’s competitions. Each of them reworked the logo, offered a freshened design color palette, changed the bottle polymers and structural design and detailed the label materials.
After all six presentations, audience members (including yours truly) voted via hand-held devices to determine the top three choices. The suspense was palpable while we awaited the verdict. It was a difficult to choose one as they all were excellent.
In the end, I did pretty well: My pick (shown above) was runner-up to the eventual winning design from the Ontario College of Art and Design’s team of Dora Poon and Zhi Gao seen at bottom along with PAC's James Downham and Walmart's Sandra Farwell.
This effort, from Dilek Duman of Mohawk, caught my attention with its bold colors and clear design elements that quickly addressed the three-pronged hierarchy of: What is this? What is it for? and What is in it?
She also scored bonus points with me for providing a die-cut promotional handout given to attendees that mimics the bottle front and back and folds out to explain the design.
Other programs involved included George Brown, Durham, Seneca and Humber.
All in all, it was an enlightening and fulfilling design-driven day for me as for everyone in attendance to hear a number of industry Thought Leaders that included an impressive lineup of those from the retail and brand sectors.