Junior Tri-Nations Indoor Netball 2024
The Junior Tri-Nations Indoor Netball is an event that boasts 19 top teams from Australia, South Africa and New Zealand. These players are the next generation of players coming through and play in different categories – under 12, under 14, under 16, and sometimes under 18. The created the brand identity for the 2024 competition, run by the World Indoor Netball Association (WINA), is to be held in Auckland, New Zealand.
Taking inspiration from a netball, hoop and the iconic New Zealand fern, we amalgamate these core elements to create a 3-dimensional symbol to personify the sport and the host nation. This vibrant and dynamic design reflects the competitive nature of the Tri-Nations tournament, which sees the teams go head-to-head. By integrating these elements, the logo pays homage to New Zealand’s sporting heritage in a fresh way while emphasising the international aspect of the competition, creating a cohesive visual identity.
PROJECT OUTPUT
Brand identity, guidelines, comms.
Before
THE NEW ZEALAND NATIONAL PARTY
We were approached by the National Party to refresh and warm up their dated identity, with a simple mandate to keep the ‘N’ and the colour blue. The identity was then to be handed over to their greater team and electorates to implement. One of our key insights was the Southern Cross stars were lost within the mark and was there an opportunity to make them play a larger role within the identity.
Our solution was creating an iconic ‘N’, which was bold and confident, one that would have good stand-out on both large and small scale touch points. This then gave us the opportunity to integrate imagery within the mark and humanise the brand. The logo mark was supported by a flexible suite of brand assets that reflected a bright and confident direction for the party. The blue was given more warmth and energy by adding a magenta hue.
PROJECT OUTPUT
Brand identity, brand guidelines.
Before
BLUEPRINT GLOBAL
Blueprint Global is a logistics company that specialises in making the complex simple, yet all of their communications did the exact opposite. We developed a brand and visual identity to communicate their offer – the logo created from five shipping containers that come together to form a ‘chilled’ symbol. The five containers represented the five core segments of the business (air, sea, land, cross-trade & rail).
To create a more memorable and distinctive brand we added a layer of emotive imagery. Globally diverse locations showing transportation from the source to its final destination – capturing the careful, personal approach of a company who goes beyond the usual port-to-port service.
PROJECT OUTPUT
Brand identity, livery, collateral, presentations, digital, stationery.
Before
MOANA
Moana Park Estate had ambitions to become a world recognised producer of ultra premium wines, grown in the iconic New Zealand wine growing region of the Hawke’s Bay. However their packaging did not communicate neither the quality of the wine nor this ambition. It lacked clarity and direction. Building on the name ‘Moana’ and of the land, we created packs for the three tiers that sat within the range, giving each its own unique identity and story :
Moana Classic Range Thrust skywards by the 1931 Hawke’s Bay earthquake, the rich alluvial soils of Moana Park Estate were once the bed of a flowing river. For us, this perfectly symbolises the abundant power of New Zealand, where we grow and gather goodness from the land and from the sea. Reserve Range Hawke’s Bay sits where the power of the land meets the seductive pull of the sea. Moana Park Estate was formed by that elemental tension, rising from a riverbed after the great earthquake of 1931. So was our climate, perfect for producing complex yet elegant wines. The label takes the view of the topography looking back towards the land from the sea. Single Vineyard Range Hinemoana, the mother of the oceans and the guardian of the seas, protecting those that traverse the oceans, and the inspiration for our finest wine from Moana Estate Winery.
The strategic repositioning of Moana Park Estate’s wine ranges has not only clarified the brand’s identity but has also enriched it with storytelling depth. Each range now conveys a distinct narrative that resonates with consumers. This has reinvigorated the brand, creating a clear, compelling presence in the market.
PROJECT OUTPUT
Strategy, brand identity, packaging.
Before
United Fisheries Brands
We recently developed three distinct new brands for United Fisheries, specifically created for Costco: Loco Loco, Lucky Boy, and Ya Tai. Each brand embraces its cultural roots while appealing to food enthusiasts seeking quick, authentic, delicious tasting foods.
Loco Loco brings vibrant, Mexican-inspired street styled foods to the table, with a playful and energetic identity. Lucky Boy offers authentic Chinese-inspired dishes, capturing the street food essence with a cheeky, youthful vibe. Ya Tai delivers the refined taste of Japan, combining tradition with modern convenience.
Each range is designed for those who want traditional hand-made, high-quality foods that are ready in under 10 minutes, making them perfect for busy food lovers who refuse to compromise on taste.
PROJECT OUTPUT
Strategy, Naming, Brand Identity, Packaging.
ANCHOR MILK PORTFOLIO
The Anchor enriched range portfolio, consisting of Calci+, Protein+, Silver Top, Organic, Plant Based bottle and Zero Lacto had low consumer awareness and was difficult to navigate as all the products had their own look, with no consistent style or system linking them together. In addition, there was no clear hierarchy or messaging for the nutritional benefits of the product – strengthening your bones, kinder on your tummy, more protein to keep you fuller for longer etc.
These were then categorised in to 3 groups, the core range, the wellness range and the premium range. Each range had their own system to separate the offers and help consumers navigate their way through the various types of milk. The packs also had to communicate they were a more premium offer than standard milk and deliver on taste.
We developed unique imagery for each range to help communicate the benefits and a clear and consistent hierarchy across the full range.
PROJECT OUTPUT
Product packaging, range architecture, message hierarchy.
Before
Fresh’n Fruity Greek and Indulge Yoghurts
Fresh’n Fruity is a brand Kiwis know and love, it’s a staple in most fridges and kid’s lunch boxes. However, the mainstream yoghurt category is in decline as more enticing offerings are being launched. Fonterra identified an opportunity to develop two new ranges. The Greek range targeted at consumers that wanted a more creamy Greek style yoghurt.
We developed the packaging, taking the iconic Fresh’n Fruity logo and placing it on a vibrant blue background that has outstanding shelf presence and most importantly, looks delicious!
Fresh’n Fruity Indulge was another opportunity for Fonterra to tap into the growing premium/indulgent segment, with mainstream yoghurt being in decline.
The key objective here was to communicate on pack a delicious, thick and creamy premium yoghurt that still looks part of the Fresh’n Fruity family. A big part of this range was to show off the layer of fruit within the yoghurt while still maintaining great stand-out.
Project Output
Brand identity, packaging, advertising.
ANCHOR BRANDING
ANCHOR is a Kiwi Classic. It’s been a welcome part of our country’s homes, fridges, pantries and tables since it was first produced in the Waikato with a little good old dairy know-how and ingenuity back in 1886. However over the past few years, the brand has lost clarity due to disparate communication and most recently a focus on nutrition and performance that lacked warmth, humanity and accessibility. Consumers associate Anchor with trust, familiarity, but the brand wasn’t standing for anything exceptional and was losing power in the mind.
Our brief was to develop a Masterbrand design system to help re-connect with New Zealanders on a deeper emotional with a clear, ownable and emotional story to tell that has a cohesive way of connecting all the Anchor supporting stories together. Based on the brand platform ‘the natural home of dairy, we developed an instantly recognisable ‘milkflow’ device to house the logo and tagline, to be used across all communications. No matter what the imagery or messaging was, there would be no doubt in the consumers mind we are telling the Anchor story and how important it is in the home life of Kiwis, and feel natural, kind, vital and inclusive.
We have now implemented the system across the full vehicle fleet, outdoor and press advertising and social media, nationwide and through the Pacific markets.
PROJECT OUTPUT
Master brand system, brand guidelines.
UNITED FISHERIES
United Fisheries initially approached us with a desire to refresh their brand, aiming to tell their deep connection to the sea and the authenticity of their operations. Through a collaborative process, we developed the “Sea Believers” positioning—a concept that embodies their respect for the ocean and the dedication of the fishermen who work tirelessly to bring fresh, New Zealand-caught seafood to market. This positioning became the foundation of the refreshed brand, where the wordmark, caught on a fishing hook and pulled up through the water, visually tells the story of freshly caught fish, grounding the brand in the rugged and remote coastal environments of New Zealand.
Building on this strategic foundation, we expanded our partnership with United Fisheries to create a portfolio of brands that address various market segments. From United Fish Co. and United Food Co. to Sea Cuisine, Loco Loco, 8th Street, Lucky Boy, Ya Tai, and West Street, each brand was thoughtfully developed with its own unique offering. Whether delivering premium seafood or celebrating vibrant, culturally inspired flavours. Each brand resonates with consumers while staying true to United Fisheries’ core values of quality, authenticity, and sustainability.
www.unitedfisheries.co.nz
PROJECT OUTPUT
Brand strategy, brand identity, brand mark, packaging, vehicle livery, brochures, website, advertising, stationery, event stands.
Before
GOOD FEEDING
Good Feeding believe establishing healthy preferences at the very beginning develops positive lifelong eating practices and fights the good fight against childhood obesity. From healthy beginnings comes healthier lives, it’s the start we all deserve.
Their feeding programme, Go Well, helps take baby from first flavours through to adventurous eating in six simple steps. Designed to expose infants to different tastes and textures, Go Well helps deliver what’s best for baby and provides peace of mind for parents – all delivered to your door.
After developing the strategic brand platform and naming, we designed a flexible system, one that was friendly, approachable and simple, not cutesy, cheesy or naïve, as is often seen across the baby food category. Our logo represents fresh new starts through a sprout shape, a spoon that feeds and nurtures and a continuum of care and regeneration. Our photography captures the goodness of the programme, from farm to plate, without the fuss.
Good Feeding has now launched a pilot scheme in the USA, with plans to expand around the globe.
PROJECT OUTPUT
Brand strategy, naming, visual identity, packaging, communications.
