Pams Premium Range
The brief for this project was to create and design a new budget and premium line for Pams — the largest selling brand in the New Zealand grocery market. For this Premium range there were no limitations regarding type, colours or stock, only that an image had to wrap around all four sides of the product.
Historically Pam’s have positioned themselves in the budget sector of the grocery market but are aiming to re-position themselves in order to maintain current in the marketplace. This involved introducing a new premium range of products alongside a refreshed budget range.
For this premium range my design was based upon hand written typography. The typography I chose to draw was a modern font along with a script, These fonts were very popular for adveritsing in the early 20th century. I chose to use these to portray a premium long lasting and quality product. Emphasis for this range was on the product and the flavour. I used black as a colour across the range to enhance the premium feel, with overlaying white typography to enhance readability. I referenced the flavours of the products through colour in the decorative swirls, which surround the typography.