Equator celebrates record-breaking triumph at 2025 Vertex Awards

Equator – a division of Marks, part of the Propelis Group – is celebrating an unprecedented victory at this year's Vertex Awards, securing a remarkable 24 private brand design wins and claiming the coveted 'Agency of the Year' title for the fifth time.

With ceremonies in Charlotte, North Carolina and Amsterdam in the Netherlands, the 2025 outing of the annual awards, which recognize excellence in private brand packaging design, proved Equator’s most successful to date.

An all-time agency best, Equator’s awards successes underscore the Propelis Group’s positioning as a global, next-generation ecosystem of talent, services, and technology-enabled solutions and a go-to partner for brands, retailers, and printers.

With a multi-disciplinary team of brand strategists, researchers, designers, food stylists, photographers and illustrators, Equator supports retailers across multiple categories and continents.

Vertex’s 2025 judging panel awarded five projects with gold, including Equator’s work for Aldi US's Barissimo Sweet Italy Flavored Ground Coffee, which conveyed authentic Italian flavors; Co-Op's Bake-at-Home Frozen Pastries, featuring iconic product photography; and The Fresh Market's Chef Inspired Gourmet Popcorn, which showcased its premium positioning through illustrations and print effects.

Ten silver awards were given to projects including the expansion of Lowe's Master Forge brand; Morrisons' The Best Christmas range, which captured festive spirit through photography; and Schnucks' barbecue sauce range, which conveyed flavor through vibrant illustration.

Among the eight bronze winners were Giant Eagle's Market District Summer Frozen Desserts limited-edition seasonal items; Meijer's First Label Sparkling Water, featuring distinctive patterns; Rite Aid's Refreshery Coconut Water with its energetic palette; and Sam's Club Member's Mark Sangria, Spanish folk art-inspired label design.

Equator client The Fresh Market was also named ‘Retailer of the Year’ – a recognition that reflects the success of its brand transformation journey. Equator partnered closely with the retailer to reimagine its full own-brand range, bringing its premium positioning to life through bold design, strategic storytelling, and a cohesive visual identity that now spans every shelf and category.

Michael Duffy, SVP & Global Creative Lead at Equator, said: “Landing the Agency of the Year title once more and earning 24 wins is an incredible moment for Equator. It reflects the creativity, commitment, and strategic thinking our team brings to every challenge.

“We’re especially proud of the role we’ve played in The Fresh Market’s revolution, and equally grateful to our wider client partners who continue to trust us with bold, ambitious briefs. These results are a testament to true collaboration and a reminder of what’s possible when creative partnership meets belief-led design. As the industry unites to recognize great work, we see this as an opportunity to connect with retailers who are ready to think differently. If you're looking to push what's possible, we'd welcome the conversation.”

Rachel Johnson, Global MD at Equator, continued: “Our success is not only an incredible achievement - it’s a reflection of where Equator stands today. We’re firmly positioned as a tier-one agency for retailers, delivering everything from brand strategy to activation and employing use of technology, such as VR, that’s reshaping how we evaluate packaging design. This recognition is a testament to our team’s talent and dedication, and to the trust our clients place in us. These awards are a powerful reminder of the impact design can have when it’s driven by purpose and shared ambition.”

To learn more, visit https://equator-design.com/