New Zealand Snacks, Sauces & Soups From Pams

Pams is New Zealand’s largest grocery Private Brand, owned and marketed by Foodstuffs Group. In the last few years after a brand and packaging relaunch, Pams has grown from being an imitator of category leaders, to an innovative and trusted ‘destination’ brand in its own right.”

Pams Table Sauces:
The agency behind the success is New Zealand based Brother Design, applying fresh thinking to find distinction in every category, and add personality and appeal, yet stay true to Pams brand essence of ‘simple everyday pleasures’.

With this new Pams sauce design they have unified a previously disparate collection of products into an exciting line. The designs are bright, spontaneous and communicate flavor excitement.

Bold typography and vibrant colors combined with sauce imagery drizzling down the packs says spontaneous and ‘foodie’ – while adding flavor and inspiration.

Pams Snack Range:
The Alien Snack range bursts with savory cheese crunchiness and whimsically characters to tell each shape story. The playful design that stays true to the Pams brand essence of ‘simple everyday pleasures.’

On vibrant backgrounds, with their retro typography and charming textured illustrations, these deceptively simple packs let the ideas stand out. They are adventurous, youthful and quirky.

Pams Packet Soups:
The redesign of Pams packet soups a delivers a natural, rustic charm. The ‘cup of soup’ boxes have a similar typographic approach to create a link, but with a lighter style of wood in the background to convey the more ‘on the go’ nature of the product. ”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.