Sam’s Club Member’s Mark, Kellogg’s Corn Flakes Earn Packaging Design Awards

Pentawards celebrate creative excellence in 2017 worldwide competition
sam's member mark

Following the reinvention of its Member’s Mark line that consolidated 21 private brand names into one, Wal-Mart Stores Inc.’s Sam’s Club division earned a bronze honor for excellence in package design in the Food: Distributors/Retailers own brands category in the 2017 Pentawards Worldwide Packaging Design competition.

Anthem Worldwide and Equator Design, each part of the brand development group SGK (a division of Matthews International Corp.), created the brand development, activation and deployment of the major makeover of Sam’s Member's Mark line, which was unveiled in April.

Far more than slapping a new label on its house-brand line, Sam’s Member’s Mark overhaul enlisted a dedicated team of product developers, culinary experts and food scientists to ensure each item emphasizes quality and value, said Chandra Holt, Sam’s VP of private brands, at the time of the rollout last spring.

Sam’s Club rolled out 300 new items under the Member’s Mark brand in 2017, with another 300 slated to launch in 2018. The product lineup spans fresh foods, health and wellness, apparel and daily essentials, including items such as handcrafted sea salt caramels, honey sourced from a U.S. bee cooperative representing hundreds of independent beekeepers, wine, and coffee sourced from fair-trade certified K-cup makers.

Kellogg’s Corn Flakes Special Edition cereal box—which transformed Cornelius, the famed Kellogg’s Corn Flakes mascot, to usher in the Year of the Rooster in Canada in early 2017—took the silver honors in the Food: Limited Editions category, courtesy of Anthem Toronto.


Kellogg’s special-edition packaging featured a festively stylized Cornelius the Rooster decorated in the traditional red and gold of the holiday along with culturally inspired graphics, including traditional Chinese New Year well wishes written in Mandarin and fun facts about the Year of the Rooster.

“The Chinese Canadian community has made an immeasurable contribution to Canada,” said Lores Tome, director of communications and corporate affairs for Kellogg Canada Inc. “The creation of this special-edition box of Corn Flakes cereal, the legacy product that launched Kellogg, exemplifies our commitment to welcoming new Canadians and helping nourish a great start for them and their families in Canada.”

The Pentawards are recognized as the most prestigious worldwide competition exclusively devoted to packaging design. This year marks the eleventh edition of the Pentawards, which received 2,013 entries from five continents and 54 countries. An international jury composed of eminent packaging design professionals chaired by co-founder Brigitte Evrard awarded the winners based on creativity, impact branding and design excellence.

All 2017 Pentawards winners can be viewed here.


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