Pams had to carve out a space in a market with two dominant brands: one with a long history in nuts and crisps, the other firmly associated with all things natural across nuts, dried fruit and muesli bars. Both occupied the mainstream in their packaging designs.
Strategically, the Pams approach is not to adopt the category norms but to break them. In this instance the solution was to marry rich taste cues with an urban vibe, pushing beyond anything found in the mainstream, while retaining a down-to-earth honesty. Modern black packs, with quirky, hand-painted type, created a simple and modern design that has a ‘no fuss’ youthful appeal. The pop of vibrant colour made it easy to find your favourite next time (or spot and try something different) while the photography made the nuts look abundant, naturally golden and delicious.
While the new nut range has only been in stores for a matter of weeks, the initial response has been overwhelming. The client loved the approach, the sell-in went like clockwork and comments back through the distribution channels have been exceptionally positive. It looks like another winner for Pams.