Sugartree Lane

Challenge

As Auckland’s urban centre continued its rapid densification, a new style of inner-city living was emerging on the fringe of the CBD. During the early stages of the development, we were asked to create a name for the residential precinct. Through our site visits and stakeholder conversations, we discovered that although the development was surrounded by offices, apartments, tarseal and concrete, its design featured an unexpected internal garden oasis. This contrast between the hard urban edge and the calm, green heart inspired the name SugarTree – a place where residents could step into something softer, more natural and more human.

As construction progressed, a dedicated retail precinct began to form underneath and around the buildings. This new area needed its own identity to attract tenants, articulate its commercial potential and position it as a destination within what would become a thriving urban neighbourhood. Situated within a golden triangle linking Ponsonby, Grey Lynn and Freeman’s Bay, the precinct was well placed but undefined. It required a brand capable of expressing the energy, flow and opportunity inherent in its laneway configuration.

Approach

Building on the established SugarTree masterbrand, we created the name SugarTree Lane to define the retail heart of the development. The name maintains connection to the original SugarTree idea — a moment of calm and discovery within the city — while signalling a distinct precinct shaped by movement and street-level experience.

The identity draws from the open laneway layout, creating a visual language centred on flow, connection and exploration. Confident typography, contemporary forms and a warm urban palette express the character of a modern city-fringe destination. Messaging focuses on possibility, positioning SugarTree Lane as a place where businesses can thrive and where visitors can enjoy a shifting mix of food, retail and culture. The website and leasing collateral were developed to support commercial conversations, clearly presenting location benefits, lifestyle appeal and long-term opportunity.

Result

SugarTree Lane gained a clear, compelling identity that transformed an emerging retail strip into a believable destination. Naming, identity and messaging worked together to articulate its purpose within the broader development and within Auckland’s evolving urban fabric. Prospective tenants were given clarity and confidence around the opportunity, while the public gained a strong sense of a place designed for movement, connection and everyday discovery. The identity continues to provide a robust platform as the precinct grows and the surrounding community matures.

Key takeaway

A name rooted in genuine place insight creates a brand with depth and longevity. SugarTree Lane shows how a thoughtful naming and identity system can turn a new precinct into a recognisable, desirable destination long before the final buildings are complete.

Number Worx

Challenge

Launching a new start-up is a significant step, and Number Worx was entering the market with an ambition to provide practical financial acumen and guidance to businesses of all sizes. As a completely new offering, they needed a brand identity that would give them confidence and reassure prospective clients that they were in capable, trustworthy hands. The challenge was to create a name, visual identity and communication style that could simplify what can often feel complex and inaccessible, while still conveying professionalism and expertise. The founders understood the value they could deliver, but without a clear and distinctive brand, their story risked being lost in a crowded advisory landscape. The brand needed to stand apart, articulate its purpose with clarity and express its personality in a way that felt fresh, pragmatic and confident.

Approach

Our inspiration came from the idea of piecing together the financial puzzle of business. We developed the name Number Worx to express both competence and approachability, signalling a service that understands how numbers underpin every decision yet is grounded in practical, real-world support.

The logo and design system build on this puzzle concept, using interconnected forms and structured geometry to represent clarity emerging from complexity. The identity frames financial insight in a way that feels simple, relatable and unintimidating. Collateral, from business cards to presentation templates and digital assets, was designed to present information cleanly and confidently, reinforcing the idea that Number Worx turns financial detail into meaningful direction. Tone of voice was kept clear and direct, helping demystify financial conversations and positioning the business as a partner who brings order, understanding and forward momentum to their clients’ operations.

Result

The new brand gave Number Worx a strong, credible point of entry into the market. The identity expressed both the practicality and the reassurance clients look for in financial guidance, while the name set the foundation for a memorable and distinctive presence. By simplifying the story and visual language, the brand allowed the founders to communicate their value with far greater impact. With a cohesive identity and consistent suite of tools, Number Worx entered the market with clarity, confidence and a clear proposition — transforming a start-up into a brand ready to grow.

Key takeaway

When the value a business provides is complex, the brand should make it feel simple. Number Worx shows how a well-considered identity can translate financial expertise into a clear, accessible and confidence-building story for clients.

Anchor Flavoured Milk

CHALLENGE

Fonterra needed to refresh the Anchor Flavoured Milk range for up to fourteen diverse global markets, each with different languages, cultural nuances and varying levels of brand familiarity. The previous sports focused packaging did not translate universally and lacked the simplicity and personality needed to attract younger consumers. The task was to create a design system that could transcend language barriers, hero flavour and deliver strong shelf impact across varied retail environments.

APPROACH

Insights showed that bold flavour cues, simplicity and emotional connection would be essential to lift appeal with younger audiences. We moved the brand away from its sports led heritage and built the campaign around Real Milk Real, a platform that celebrated what makes Anchor trusted. This allowed us to drive messaging such as Real Milk Real Taste and Real Milk Real Energy, reinforcing both credibility and enjoyment.

To add personality and strengthen universal understanding, we brought the packs to life as loveable characters. Each one was created to express Taste, Energy and Strength in a way that felt fun and culturally neutral. This character idea became the heart of the communication system. We showed the characters removing their old clothes, the previous packaging, to reveal their new look underneath. This made the packaging change instantly clear and joyful, even in markets where consumers may not read the language.

RESULT

The refreshed Anchor Flavoured Milk identity delivered stronger shelf standout, clearer flavour navigation and a more youthful and globally cohesive presence. The Real Milk Real platform provided a simple and confident message, while the characters became an engaging device for expressing Taste, Energy and Strength across every touchpoint including point of sale, outdoor, vehicles, trade presenters and promotional items. The system proved flexible, memorable and effective across multiple countries.

KEY TAKEAWAY

When a brand needs to communicate across many languages, character and product truth create universal connection. By combining the Real Milk Real platform with a bold character driven identity, Anchor Flavoured Milk achieved clarity, expressiveness and global relevance, turning a packaging update into a playful and meaningful brand moment.

Before

Brand Marks

Our brand marks

A logo is often the first impression of a brand – a mark that needs to be simple, distinctive, memorable and enduring. At Tried&True, we believe a logo is more than a symbol; it’s the visual essence of a business, the anchor point for every story a brand tells. The selection here represents some of the identities we’ve crafted across diverse industries. Each one is built from strategy, distilled into design, and created to carry meaning while standing out in a crowded world. This collection reflects our belief that the strongest brands are those that connect clarity with creativity – marks that are confident, memorable and built to last.

Service Foods

CHALLENGE

Service Foods are New Zealand’s largest privately owned and operated food service distribution business. Despite their scale and vertical integration, including their own growers, butchery, fishery and bakery, many in the market did not fully understand the breadth or quality of what they offered. The existing identity, anchored by a chef icon, unintentionally positioned them closer to a catering company than a national supplier of premium produce. The challenge was to create an identity that reflected the true depth of their operation, the quality of their sourcing and the scale of their national presence.

APPROACH

We reframed the brand around its real strength : the direct connection between source, quality and delivery. The new identity was built to tell this story with clarity and impact. Dramatic photography became central to the system, capturing ingredients at their origin and showing the raw, honest beauty of the food itself. These images highlighted the calibre of their growers, fishermen, butchers and bakers, and reinforced the idea that Service Foods begins at the source, not at the warehouse.

This bold visual language carried through every touchpoint. Video content showed ingredients being selected, prepared and transported, giving motion and narrative to the supply story. Digital channels used these same dramatic visuals to create standout and immediacy. Fleet livery turned their trucks into moving billboards showing New Zealand’s best produce at scale. Trade shows and customer presentations adopted the same style, immersing viewers in the world of quality sourcing and elevated service. Across all media, the design removed the outdated chef symbolism and replaced it with a confident, service led identity that champions provenance, care and expertise.

RESULT

The rebrand transformed how Service Foods was perceived in the market. What was once seen as a logistics business became recognised as a trusted partner committed to quality and provenance. The dramatic imagery and consistent design language unified the brand across every environment, from trucks and warehouses to digital platforms and promotional spaces. The new identity presented Service Foods as a national leader with a clear and distinctive point of view on sourcing and service.

KEY TAKEAWAY

When a brand shows the truth behind its operation with clarity and conviction, perception shifts. For Service Foods, spotlighting the journey from farm to plate turned a functional supplier into a trusted food partner, proving that a strong story, told consistently and dramatically, can elevate a business without altering its fundamentals.

Before

Church Road Single Vineyard

CHALLENGE

Church Road sought to introduce a new tier to its portfolio that would celebrate the winemaking excellence of Hawke’s Bay and the craft of the Church Road team, led by winemaker Chris Scott. Positioned between the Grand Reserve range and Tom, this Single Vineyard release needed to communicate premium quality, provenance and craftsmanship, while maintaining coherence within the broader Church Road family. The challenge was to create a visual identity that felt both elevated and unmistakably Church Road.

APPROACH

We centred the design on the idea that simplicity is the ultimate sophistication. Drawing from Church Road’s heritage and contemporary confidence, we created a label that reflected purity of place and the singular focus of a vineyard wine. The distinct label shape provided instant shelf and portfolio distinction, while refined detailing, texture and composition conveyed understated luxury. Every design choice was made to evoke credibility, confidence and restraint – qualities that define both Church Road and the wines themselves.

RESULT

The Single Vineyard range introduced a refined new expression of the Church Road brand. Recognisable at a glance, yet distinct within the portfolio. Its simplicity and craftsmanship gave it authority on shelf and in cellar, reflecting the care and precision behind each bottle. The design has strengthened Church Road’s presence in the premium wine segment and cemented its reputation for world-class winemaking.

KEY TAKEAWAY

True sophistication lies in restraint. The Single Vineyard design demonstrates how simplicity, clarity and craftsmanship can communicate authenticity and elevate brand perception without excess.

Featured on DesignRush
https://www.designrush.com/best-designs/awards/packaging

Munch’n

CHALLENGE

Freshmax, one of the largest fresh produce companies in the Pan-Pacific region, wanted to create a brand that could unify its premium berry portfolio – from kiwiberries and blueberries to cherries and strawberries. The challenge was to build a distinctive fresh-produce brand that could live confidently across multiple fruit types while balancing strong brand presence with essential product visibility. In a tactile category where consumers inspect freshness before purchase, simplicity, trust and instant appeal were key.

APPROACH

The idea for Munch’n was inspired by the irresistible, bite-sized nature of the fruit – perfect mouthfuls you can’t stop popping. The identity was designed to be bold, playful and immediately recognisable, using clean shapes and vibrant colours to ensure standout on small punnet labels. The design struck a careful balance between branding and transparency, letting the fruit remain the hero. Beyond packaging, the brand was brought to life through a digital-first campaign – building excitement before the season launched, engaging consumers across social media, and running a countdown as the harvest came to an end.

RESULT

Munch’n quickly established itself as a standout produce brand, recognised for its freshness, simplicity and personality. The identity’s flexibility allowed it to extend seamlessly across the wider berry range, creating a consistent family look at retail while supporting strong engagement online. The campaign helped drive anticipation and brand awareness in a category not typically associated with brand loyalty.

KEY TAKEAWAY

Even in categories where product drives purchase, a strong brand creates emotional connection. Munch’n proves that fresh produce can be both natural and branded – simple, joyful and full of flavour, just like the fruit itself.

Mosin Fresh

Challenge

Moisin Fresh is a liquid coffee concentrate sourced from Papua New Guinea, a country recognised as one of the world’s leading producers of high-quality, organically grown coffee. Despite its exceptional provenance, the existing brand lacked the presence, character and storytelling needed to express the richness of its origins. Our task was to create a new identity and packaging system that would showcase the beauty, depth and authenticity of this uniquely Papua New Guinean product. The challenge lay in capturing not only the product’s coffee credentials, but also the broader sense of place – the exotic landscapes, extraordinary wildlife and vibrant culture that define PNG. The brand needed to feel premium, artistic and true, capable of standing proudly in local and international markets.

Approach

We immersed ourselves in the environment that shapes PNG coffee. The country’s mountainous terrain, rich volcanic soil and pristine ecosystems create some of the most sought-after coffee in the world. This geography, along with the biodiversity surrounding the farms, became central to the creative direction. The identity celebrates this abundance through highly detailed illustration, expressive typography and a layered visual language that feels both crafted and alive. Birds of paradise, lush foliage and natural textures were illustrated with great care, reflecting the precision and pride that go into growing and harvesting coffee in Papua New Guinea. The packaging was treated as a piece of art, allowing every panel to reveal another moment of discovery. Type, colour and print techniques were considered thoughtfully to ensure the product felt premium while honouring the culture and environment that produced it. The aim was to make Moisin Fresh instantly recognisable as a coffee with genuine origin – not generic, not manufactured, but deeply rooted in one of the world’s most important coffee-growing regions.

Result

The new identity and packaging transformed Moisin Fresh into a brand with real presence and cultural resonance. Consumers could immediately see and feel the story of its origin, while the artistic execution elevated the product into something giftable, collectable and proudly representative of PNG’s world-class coffee heritage. The brand now communicates authenticity and quality at a glance, allowing Moisin Fresh to stand confidently in markets where provenance and storytelling shape purchasing decisions. The combination of rich illustration and clear coffee credentials created a distinctive brand that captures both the beauty of Papua New Guinea and the excellence of its coffee.

Key takeaway

When a product is rooted in a place as extraordinary as Papua New Guinea, the brand must honour that story. By elevating its coffee credentials and expressing the vibrancy of its origin through crafted illustration and detail, Moisin Fresh gained an identity as remarkable as the coffee itself.