Auckland’s Brother Design Agency continues to make waves in international design circles, this time at the prestigious and highly competitive Dieline Awards in the United States. The sole Australasian company to win in this year’s competition, taking first place in the Confectionery, Snacks, Desserts category with its designs for the Pams Confectionery range.
The packaging that won them the award features an eye-catching gang of crazy colourful characters, wearing distinctive hats and cleverly conceived see-through clothing that reveals the lollies within.
The status of the Dieline Awards was shown by the fact that Brother topped 1100 entries which included world renowned brands represented by major global design companies and a high caliber of judges, including Ronald Burrage, Global Head of Design for The Hershey Company.
Paula Bunny, design director at Brother, says the win is a real coup. “We had a lot of fun coming up with these designs and everyone involved loved them from the start. But winning this award from The Dieline is a huge honour. Designers worldwide have enormous respect for The Dieline and its awards, it’s a real source of inspiration. So to be a category winner is just amazing, especially as we’re the only agency from New Zealand or Australia to do so.”
The Dieline has championed the best in pack design since its inception in 2007, acting as a source of inspiration for packaging designers and creatives. Within two years, The Dieline became the most visited website on package design in the world, capturing a readership spanning millions across hundreds of countries. So it’s with some justification they say that Dieline award winners “truly represent the peak of package design, the most creative work designed over the past year from all across the globe.”
Brother’s Business development director, Jenny McMillan, says the awards represent more than another feather in the agency’s cap. “I think it shows we really are achieving something special, and especially with the work for Pams”, she says. “Bear in mind this is design for private label, taking on and beating the best brand designs by many of the world’s top design groups.
“It’s a justifiable source of pride for all of us, including our client at Foodstuffs who has been so far-sighted in working with us. The increasing commercial success of Pams is testimony to the power of this kind of distinctive design.”