Auckland brand and packaging designers Brother Design have been awarded Silver at the prestigious Pentawards in London.
The Pentawards is a global packaging design competition, founded in 2007, attracting entries from design agencies right across the globe. Every two years the winning designs are compiled into The Package Design Book, which becomes an international ‘bible’ for packaging designers and creatives. This year’s Pentawards had 1668 entries from 52 countries.
Brother Design’s latest success is for their work on Pams Feminine Hygiene range, which was entered in the Body – Private Label category, against the numerous designs for shampoo, moisturizer and deodorant.
It’s Brother’s second win at the Pentawards. In the 2014 ceremony in Tokyo their designs for Pams Flour scooped Gold. This year’s awards, announced at the sold-out prize-giving event in London, was judged by a panel of twelve respected design professionals from ten countries.
The winning work was designed by Justine Rankine, Senior Creative at Brother. “It’s really pleasing to win such a prestigious award for a project that had to overcome many design challenges,” says Rankine. “It had to work across a variety of pack sizes and formats, yet still be a strong family of products. Printing was on both card and plastic, ruling out tight colour registration. Perhaps the biggest challenge was the competitiveness of the market, dominated by trusted international brands synonymous with the feminine hygiene category.”
As well as gaining stand-out and credibility, the Pams range had to appeal to women of all demographics. The result is a modern and elegantly simple design that avoids information overload, yet has a human, personal quality through handwritten copy. The packs are easy to navigate, too, with colour coding and information in a simple circle device.
Jocelyn McCallum, Foodstuffs’ National Private Label Manager, says the award is shows the strength of Pams as a brand. “The fresh design approach you’ll find across the Pams range is an important aspect of its appeal to consumers, so we’re gratified to see that rewarded. It’s part of the mix that has made Pams the most-trusted own brand in New Zealand for three consecutive years, and the country’s single largest grocery brand.”
The Pentawards win follows Brother’s international success for their Pams work in the shape of four Vertex awards and a First Place in the Dieline competition.
For more information on the awards visit www.pentawards.org