Brother scoops design, process and pack gongs at Pride in Print

Brother Design’s rebrand for Farrah’s has gained recognition at the 2015 Pride in Print awards, held in Wellington, New Zealand.

The packaging for Farrah’s 10” Multigrain Wraps took out a gold medal and the category win in packaging, as well as gaining recognition in the Process category before being declared Supreme Winner of the competition overall.

Awards chairman Scott Porter said the pack’s design went “straight to the taste buds of the shopper”, highlighting that many grocery purchase decisions were made by customers in a matter of seconds.

The Pride in Print Awards, now in its 21st year, looks for technical excellence in all facets of the production process, including how designs explore potential and limits, materials, typography and design.

According to the judges, Brother’s design for Farrah’s wraps represented “clever design, well executed in print” and proved to be “a great example of designers and printers working together to create a great package”.

Brother's design director Debbie Hyde said Farrah’s prided itself on educating the consumer to add value.

“Taking our client’s objectives on board, our aim was to help the product stand out and reinforce their brand values with innovative packaging that visually inspires customers and gives them the confidence to use the wraps more adventurously,” Hyde said.

The judges' response to the packaging was summarised by Scott Porter:

“The wrapper was designed to give the impression the photograph of the food contents is actually in front of the food pouch, sitting on it,” he said.

“In turn the wrapper appears as if it is sitting on a coloured table cloth.”

The innovative nature of the design required close collaboration between print specialists Amcor Flexibles Asia Pacific and Brother.

“We hadn't seen anything like this in the market before,” said Hyde.

“Getting a perfect result, recognised with such an award, is a huge testament to Amcor’s abilities and our teamwork.”

Farrah’s 8” Premium White Wraps also attracted a gold medal in the packaging category for Amcor and Brother.

Based in Auckland, Brother Design works with several of New Zealand’s market-leading FMCG brands. It also won Gold and Best in Show at last year’s Vertex Awards for its Pams designs, following these up with a handful of Gold, Silver and Bronze Awards this year.