Pam’s New Zealand Introduces Modern Playful Redesign

A beautiful redesign for the New Zealand Private Brand Pams, owned by Foodstuffs. Foodstuffs is a group of three New Zealand grocery and liquor retailers’ cooperatives based in Auckland, Wellington and Christchurch which collectively control an estimated 57% of the New Zealand grocery market. The group owns retail franchises like 4 Square, New World and Pak’n’Save.

The Pams distinctive new baking tubs speak directly to those who love to bake. This well thought through solution does away with various sizes of small cardboard boxes, replacing them with a standardized, resealable and stackable container. By unifying the range, Pams has greater impact on shelf and is easy to find in the busy category.

What is really nice and rings true to the Pams brand personality of  ‘surprise and delight’, is that instead of treating these products as ‘baking basics,’ Brother Design has created four collectable designs, with photography that celebrates the joy of baking, capturing the moment with honesty and elegant simplicity. They also fit well with the homely, nostalgic charm of the entire range of Pams Baking products.

Pams is Foodstuff‘s Private Brand, but has now grown to be a preferred brand of choice with its own following. This loyalty is a reflection of the enjoyment shoppers feel when buying items that are good value, high quality, and have appealing design ideas and presentation.”

Brother Design created the design refresh of Pams’ extensive range of supermarket products. The solution for the Canned Milk and Cream products reinvigorated the packs with a contemporary design – aimed at encouraging and exciting a new generation of buyers. These modest pantry ingredients were no longer going to hide at the back of the cupboard!

They chose celebrate these traditional cooking staples with bold summer colors and expressive typography. Bright, breezy, foodie tones give a hint to the wonderful flavors of curries, savory dips and baking, possible from such humble beginnings. And although the design keeps to a simple format, it‘s brimming with personality, including fun tips for use on the front of the pack.

In a bland category, these vibrant packs change the rules – and absolutely stay true to the Pams’ personality of  ‘surprise and delight.’



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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.