Pams Packaging Wins Award

Auckland-based brand and packaging design agency Brother Design have been awarded Silver at the prestigious Pentawards, held this year in London.

The Pentawards is a worldwide packaging design competition attracting entries from design groups right across the globe. Brother Design’s latest success is for their work on Pams Feminine Hygiene range, which was entered in the Body – Private Label category, against the numerous designs for shampoos, moisturisers and deodorants. Justine Rankine, Senior Creative at Brother designed the winning work.

“It’s really pleasing to win such a prestigious award for a project that had to overcome many design challenges. It had to work across a variety of pack sizes and formats, yet still be a strong family of products. Printing was on both card and plastic, ruling out tight colour registration.

Perhaps the biggest challenge was the competitiveness of the market, dominated by trusted international brands synonymous with the feminine hygiene category,” Rankine said.

As well as gaining standout and credibility, the Pams range had to appeal to women of all demographics, demanding wide appeal. The result is a modern and elegantly simple design that avoids information overload, yet has a human, personal quality through handwritten copy. The packs are easy to navigate, with colour coding and information in a simple circle device.

Jocelyn McCallum, Foodstuffs’ National Private Label Manager, says the award is another sign of the strength of Pams as a brand. “The fresh design approach you’ll find across the Pams range is an important aspect of its appeal to consumers, so we’re gratified to see that rewarded.

It’s part of the mix that has made Pams the most-trusted own brand in New Zealand for three consecutive years, and the country’s single largest grocery brand,” McCallum said.
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