GOLD
PAMS BABY
Category: Body Care
Retailer: Foodstuffs Own Brands Ltd
Country: New Zealand
Agency: Brother Design Ltd

The Pam’s Baby range is a pure delight. It celebrates life’s little moments and the loving bond between parents and children. The color scheme of the range suits girls or boys, and has overall warmth. Especially from the cloth-like background and soft cloud shapes, plus the cheerful bunting across the top of the pack. You could say it feels like a wonderful baby’s room to be in.

Included in the creative solution are rhymes, which relate to the characters and are continued on the back of the pack, so that parents can entertain their little ones as they have their nappies changed. By using illustration in this category we have given Pam’s a unique look. The competitors all use infant photography, which although cute, can be polarizing.

And even though Pam’s is a private label brand, we think this range shows great quality and care, yet still value for money.

Designer: Debbie Hyde