Known for bucking against the trend of plain-as-Jane packaging for grocery house brands, Foodstuffs’ latest investment into the design of its Pams flour range is proving to be a winner, with Auckland-based agency Brother picking up a gold award at the 2014 Pentawards, a global competition which recognises the best of packaging design.
This comes after the win at this year’s Vertex Awards, earning ‘Best in Show’ and four gold medals for its work on the Foodstuffs’ brand, including the flour range.
The range can be found in the baking aisle at your local New World, Pak’n Save and Four Square, sporting a design of stripes and polka-dots, pretty illustrations by Angela Keoghan of The Picture Garden and a pinch of nostalgia.
Jenny McMillan, group business director of Brother, considers it a win for both agency and client.
“Foodstuffs encourages us to ‘break the category’ and achieve a fresh approach to packaging design formulas. That helped set our designs apart and, importantly, it achieves returns for Foodstuffs too.”
And winning design certainly equals happy client.
“Brother Design has been great to work with; they understand our business needs in creating attractive and effective designs that hit the mark,” says Jocelyn McCallum, Foodstuffs’ national private label manager. “To have Pams receive high praise and international recognition makes us immensely proud and is further confirmation of the calibre of their work.”
Since the rebrand, there has been a double digit increase in sales.
The Pentawards runs annually, and selects winners through a respected panel of judges from the UK, Europe, North America and Asia.
Brother was the only New Zealand winner of a gold award this year, the first to receive one since Designworks’ win in 2011 for its design of Monteiths’ Single Source packaging.
Galima Akhmetzyanova, Pavla Chuykina, Students from AUT, won a bronze for their in the beverage concepts category for Ghost Ship Rum. 
- A version of this story appeared on idealog.co.nz.
