Auckland brand & packaging design agency Brother Design has scooped gold, silver and bronze awards at the 2014 Vertex Awards, an annual US-based global design competition judged on creativity, marketability, and innovation and dedicated exclusively to new packaging designs for private label (home brand) product ranges.
This year’s award winners were selected from entries coming from 21 countries and a total of 55 retailers. Entries are judged by 16 industry leaders, agency directors and designers representing North America, South America, Asia, Europe and Australasia (Brother CD Paula Bunny was one of the judges).
Brother Design picked up a total of four awards with their design work for Foodstuffs New Zealand Limited, New Zealand’s largest grocery retail group, including two category golds, a silver and a bronze.
The gold awards were for the Pams confectionery range in the Packaged Goods category, and the Neu personal care range of soaps, shampoos and deodorants in the New Brand category. Designs for the Pams Fresh Pasta and Sauces range picked up silver in the Fresh category. Bronze was awarded in the Healthcare category for the Pams Feminine Hygiene range.
“The results are especially impressive for Brother Design and Foodstuffs when you consider that they position our work on a par with, or even superior to, designs that were created for international retail giants including the likes of Tesco’s, Waitrose and Safeway,” said Brother business development director jenny McMillan.
The international exposure of Brother’s work through awards, international design blogs and social media has been attracting international brands and the team are currently developing packaging designs for two American FMCG brands.
Paula Bunny believes the awards also represent the strength of the relationship between Foodstuffs and her team. “We work extremely closely with Foodstuffs to understand their customers and align our work with their objectives,” she says. “Through a history of effective results we have established trust which allows us to pursue fresh and innovative concepts.”
Foodstuffs national private label manager Jocelyn McCallum said the awards more than validate their commitment to Brother Design. “Packaging design is a critical part of the purchase decision and importantly it also allows us to cultivate positive relationships with our customers beyond the store experience,” she said. “To have the designs confirmed as world leading in creativity, marketability and innovation confirms that by working with the team at Brother we are on the right track.”
About Brother Design
Brother Design is a specialist brand and packaging design agency, with a strong reputation for retail and FMCG packaging design. The Auckland based company creates designs for local market leaders and high growth export companies, many from New Zealand’s booming food industry.
ABOUT THE AWARD WINNING DESIGNS
Pams Confectionery: Pams new confectionery range features a mix of quirky characters drawn in story book style, with large product windows for a tempting peek at the lollies within. Retro colours and a creamy pack give a natural feel alluding to the fact that these sweet treats contain no artificial colours or flavours.
Pams Feminine Hygiene: These modern, elegantly simple designs transcend the cluttered information-overload of the feminine hygiene category. Handwritten type has a distinct look and feel: eye-catching yet personal, with a gently knowing sense of humour. The designs are light, cheerful, informative and highly visible.
Pams Fresh Pasta: A black-and-white palette adds a touch of deli sophistication and strong shelf impact. Hand-crafted type and beautiful ingredient photography give artisanal, market-fresh qualities and an authentically Italian feel. Relaxed styling encourages confidence in the results and even more appetite appeal.
Neu personal care: ‘Neu’ is designed to evoke freshness and innovation with a distinctive, unisex name. Bold colors and abstract geometric shapes convey a modern edge, contrasting loose textures and neutral background tones cueing softness and cleanliness.
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