Who knew there was an award showcase devoted to packaging design for private brand product ranges? Well, there is – the brand new Vertex Awards – and New Zealand’s Brother Design picked up ‘Best in Show’ and four gold medals for its work on Foodstuffs’ Pams range.

Judged by a panel of experts from around the world, the Vertex Awards had submissions from 11 different markets internationally, including Tesco and Lidl from Europe, Safeway in the US and Australia’s Woolworths. 

Design agency Brother nabbed the top honour for Pams flour, which also  took out Gold in the Packaged Goods category.

Other ranges topping their categories included Pams milk, cream and butter in the Fresh Category, Pams premium ice cream in Frozen and Pams baby range categorised as Body Care.

“Our brief includes a mandate to create designs that are friendly and down to earth with an element of surprise and delight,” Brother creative director Paula Bunny says.

“Foodstuffs encourage us to ‘break the category’ and achieve a fresh approach to packaging design formulas. I know that helped set us apart at these awards and importantly it achieves return for Foodstuffs too.”

Since the rebrand Pams has seen a double digit increase in sales, the agency says.

Other brands Brother has worked with include Tasti, the Better Drinks Co and Urban Bakery.?