Private Brand: Pams
Retailer: Foodstuffs Own Brands Limited
Country: New Zealand
Category: B2. Redesigned Brand
Agency: Brother Design


Justine Rankine, Creative Director / Senior Designer, Brother Design
Mahani Jones, Senior Designer, Brother Design
Nicole Blackwood, Senior Account Manager, Brother Design
Melanie Jenkins, Photographer, Flash Studios
Jo Wilcox, Food Stylist, Silverspoon
Melanie Steffensen, Marketing Manager, Foodstuffs Own Brand


To create a new packaging design system for the Pams mid-tier brand. The design needed to communicate affordability, quality & functionality across a diverse range of products and formats, in a way that made it easy for consumers to find Pams products in the supermarket, regardless of category.

The new Pams packaging design builds quality, trust & consumer confidence through the use of a consistent brand architecture across all packaging.

A white tab holds key product information for functionality & shopper ease, leaving the rest of pack to showcase each product through delicious, emotive & inspirational photography with a relaxed styling.

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