Brand and packaging design agency Brother Design has scooped another win, adding to a highly successfully year by claiming Gold in the prestigious Pentawards with their packaging design work for the Foodstuffs Group in New Zealand. Brother Design’s packaging designs for the Pams Flour range were awarded Gold in the Distributors’/Retailers’ Own Brands category. Pams is the private label for Foodstuffs, New Zealand’s largest retail grocery organisation, with over 700 full service supermarkets.
The 2014 Pentawards took place in Tokyo this year, an annual global competition exclusively devoted to packaging design, and winners were selected by respected international judges from the UK, Europe, North America and Asia.
Brother Design’s Group Business Director, Jenny McMillan, is quick to point out it is not only a win for Brother but also for their clients, “Foodstuffs encourages us to ‘break the category’ and achieve a fresh approach to packaging design formulas. That helped set our designs apart and importantly, it achieves returns for Foodstuffs too.”
Foodstuffs considers private label an important brand offering, as it enables customers to buy good quality products at competitive prices. Private label products make up approximately 13% of Foodstuffs total grocery sales with Pams contributing 8.5%.
The Pams Flour designs embody the charm of simple chic modernity with a timeless sense of home and baking nostalgia. Brother’s Creative Director, Paula Bunny, says, “Our brief includes a mandate to create designs that are friendly and down to earth with an element of surprise and delight.”
The Pentawards recognition follows a string of golds for Brother and Foodstuffs in the global Vertex Awards earlier this year, which included Pams Milk, Cream and Butter, Pams Premium Ice Cream and Pams Baby Range.
“It’s confirmation that not only are Foodstuffs great retailers, but when we team up with experts such as Brother Design, we can lead the world in key areas such as packaging,” says Foodstuffs’ General Manager, Dave McAteer.
Foodstuffs’ National Private Label Manager, Jocelyn McCallum, says, “Brother Design has been great to work with, they understand our business needs in creating attractive and effective designs that hit the mark. To have Pams receive high praise and international recognition makes us immensely proud and is further confirmation of the calibre of their work.”
Brother Design is an Auckland based brand and packaging design agency. For more information see www.brotherdesign.co.nz.
Evian’s chic Pure Drop concept
The Best Of The Show Diamond Pentaward 2014 went to evian for it’s new Pure Drop, designed by Grand Angle Design’s Frédéric Brasse in France.
The Drop is available in Paris, London and Geneva exclusively, and is being sold by appealing three-wheelers out in the streets, in shops, spas, newsstands and in partnership with exclusive brands such as Hilton and Lindt. The Drop design has the same capacity as a glass of water and aims to create a new ritual of consumption: I’m thirsty, I grab a Drop, I open the lid, I drink, I collapse it with one hand and I drop the package in the recycle bin.
The judges said that it is very hard to reinvent yourself in the mineral water sector when you cannot change the product itself. Therefore innovations relate to three areas: format, packaging design or distribution methods. Rarely all three at once. By inventing “The Drop” evian achieved the feat of bringing innovation to all three, with the extra bonus of riding the wave of nomadism and connectivity.
Shoppers in Europe can simply twitter #evianjaisoif to see the nearest point of sale. The Evian Drop is a breakthrough, minimalist design that is described as “modern, organic and chic”.
