Nationally, the chilled pasta and sauces category was experiencing strong growth, but the Pams range was failing to capitalise. Last redesigned in 2009, the packaging was looking relatively basic compared to its refreshed competition. With a new product being added to the range, the opportunity was taken to achieve a complete redesign. The aim was to achieve more ‘foodie’ appeal and a sense of natural authenticity, and to stand out against the competition in the chiller cabinet.

The new design aimed to capture that wonderful Italian vitality, using details and type drawn with casual flair. A scattering of delicious ingredients take centre stage on classical black and white, reminiscent of a fine Italian deli.

Product windows always perform well in this category, but combining one with photography without looking cluttered took careful designing.

Seeing the product, next to the photographed market-fresh ingredients, is inspiring and helps boost taste cues. Combined with the deli cues & touches of Italian personality, the packs succeed in achieving real foodie appeal and authenticity. Black and white, which stands out so well in its category, also projects a fresh modernity.

The new Pams Fresh Pasta design completed its roll out into market in August 2014. Sales from this point have grown significantly, equating to an average of 17.7% across the range. Over the last 26 weeks, sales of Pams Fresh Pasta has equated to 34.7% of the total Fresh Pasta sales in Foodstuffs stores, making them number one in the market for volume sold.