Hip, Hip Hooray! Private Brand Baby From Pams

Pams Baby - 2Pams is New Zealand’s largest Private Brand, owned and marketed by Foodstuffs Group. In the last few years after a brand and packaging relaunch, Pams has evolved from being an imitator of category leaders, to an innovative and trusted ‘destination’ brand in its own right.

The Pams Baby range was designed by Auckland, New Zealand based Brother Design Ltd who has created a playful and fun visual solution. It celebrates life’s little moments and the love between parents and children. The color scheme of the line is appropriate for either girls or boys, and is warm and inviting.

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

Pams Baby - 1Pams Baby - 3



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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.