Publication: GDUSA

CBX Expert at TEDx: Women’s Brands Must Soar Past Sea of Cliches

August 8, 2016

Brands need to soar past the sea of clichéd visual codes if they want to legitimately connect with real women, said Allison Koller, Executive Creative Director at brand agency CBX, in a recent TEDx talk in Scotch Plains NJ. All too often, even top brands seeking to connect with women fail to overcome the tired visual clichés that have marred such efforts for generations, Koller noted. “How quickly we become a sea of eyes, bellybuttons, breasts, and beautiful booties,” she said. “Messages and images with the power to break through that sea are unexpected. They are something that makes you look twice. They shift the cultural conversation.”

During the talk, Koller described herself as a swimmer, illustrator, daughter, tennis player and wife who pays keen attention to the content and subtext of brand messages aimed at women. Her visually rich presentation included multiple examples of successful campaigns that legitimately connect with female audiences via creative and respectful messaging. “Last summer, Carli Lloyd and the U.S. women’s soccer team broke through and redefined the power and reach of female athletes and what it means to throw or kick like a girl,” Koller noted, as images from Always’ action-oriented “Like a girl”campaign […]

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CBX Wins Multiple Honors In Top Package Design Competitions

May 5, 2016

Firm cited in from Graphic Design USA’s American Package Design Awards 2016 and Vertex Awards competitions.

CBX, the brand agency and retail design consultancy, was honored for its work on behalf of a variety of clients in Graphic Design USA’s 2016 American Package Design Awards and The Vertex Awards, a global competition devoted exclusively to the art of private brand package design.

The American Package Design Awards, a national design competition conducted by the editors of Graphic Design USA, recognized CBX for its work on behalf of Proctor & Gamble’s The Art of Shaving Lexington Razor in the Beauty and Personal Care category, and for the redesign of TOMY’s The First Years line of infant and child products in the Babies & Children category.

In the Vertex program, CBX was recognized in the Redesigned Brand Category with Silver and Bronze awards, respectively, for its work on BJ’s Wholesale Club’s Berkley Jensen line of laundry detergents and fabric softeners, and BJ’s Wellsley Farms grocery items. The Vertex Awards were created by Christopher Durham, the founder of My Private Brand and the vice president of retail brands at Theory House, and Phil Russo, the publisher of Global Retail Brands. Entries are […]

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CBX Wins Five Awards In American Package Design Competition

September 14, 2015

CBX, the brand agency and retail design consultancy, received five awards in Graphic Design USA’s American Package Design Awards 2015 competition.

The firm was honored for its work on behalf of a range of clients in the beauty and personal care; home, garden and industrial; health and wellness; posters, displays and kiosks; and wine, beer and liquor categories.

The editors recognized CBX for its work on behalf of Amway’s Satinique line of hair care products, Prestige Brands’ Little Remedies, ASICs Super J Display, Scotts Miracle-Gro’s new Nature’s Care product line, as well as for the new line of LIQS pre-made cocktail shots.

Conducted by the editors at Graphic Design USA, The American Package Design Awards have recognized excellence in packaging for over five decades. The competition, one of the fastest-growing, generated over 2,000 entries this year.


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CBX Gets Messy with Millenials

March 12, 2015

An outdated graphic storyline dominates the baby products aisle: flawless photograph of happy babies and along with clinical imagery of safety and security. New packaging by CBX for The First Years brand seeks a change. “Gone is the baby boomer fantasy of angelic babies and perfect parents blissing out in la la land,” says Rick Barrack, Chief Creative Officer. “Instead, we worked with The First Years to do something refreshing for this category. We actually embraced the awesome — but at times messy and gritty — reality of the parenting journey.” The project, aimed at millennial parents, includes logos, fonts, selfie-style imagery that would seem at home on Facebook or Instagram, warm colors, as well as straight talk and irreverent copy. “Our goal was to bring some freshness and reality to a tired category,” says Willie Wilkov, CMO of TOMY International. “The result is a visually relatable brand that speaks directly to the next generation of parents using honest, real language.”

The full article is available here.

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Graphic Design USA awards American Package Design Awards to CBX work

April 14, 2014

Brand agency, CBX, received awards from Graphic Design USA for 8 recent projects. The annual competition celebrates well-designed graphics, in addition to the power of using design to advance a brand’s promise and to forge an emotional link with consumers.

The awarded projects include:


Gold Bond Men’s Essentials


Green Giant Veggie Chips


Pillsbury Baguette Chips


Bertolli Frozen Dinners


American Heritage Chocolate





Nature’s Recipe Cat & Dog Food

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Design Gets to Root of Matter

March 17, 2014

Brand agency CBX has given TERRA® root vegetable chips a brand refresh. The new look puts a modern spin on the traditional black bag with dramatic food photography and a clean architectural structure. Beyond the stylistic changes, the package refresh also highlights the real root vegetables in each blend through the use of icons at the bottom of every bag. The vegetable chips are made from a diverse set of root vegetables #8210; including taro, kabocha squash, parsnip and beets #8210; in a variety of colors and blends. “The root vegetables that go into TERRA® set it apart from ordinary chips,” says Sam Garfinkel, Sr. Brand Manager of TERRA Chips. “Our packaging refresh puts these vegetables center stage on every bag to remind consumers of the unique taste experience.”

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GDUSA: 2012 American Package Design Awards Entries

April 1, 2012

Client: Duane Reade Title: Prevail

Client: Kimberly Clark Title: U by Kotex

Client: Kimberly Clark Title: tween

Client: Kotex Title: Natural Balance

Client: Duane Reade Title: Delish

Client: Del Monte Title: Fruit Naturals

Client: Home Depot Title: Millstead

Client: Del Monte Title: Milo’s Kitchen

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CBX Does Nice! Work For Walgreens

October 18, 2011

Walgreens has unveiled the new store brand Nice! in locales throughout the country. The brand will include more than 400 grocery and household products, all of which the retailer hopes to have on shelves by the end of 2012. CBX developed the bold, clean identity and package design for Nice! Moe Alkemade, Walgreens’ head of private label brands, says the brand will compete with national products because its store brands are “no longer just a value option, but a smart option.” CBX was also recently involved in developing the private label brand for New York drugstore chain Duane Reade — Good & Delish — which was acquired by Walgreens in 2010. Now the largest drugstore chain in the U.S., Walgreens has made a commitment to evolve, consolidate and build its private label business. An integrated marketing campaign is planned to build the Nice! message.

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