Pams 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.