Kingmakers

CHALLENGE

Kingmakers is a premium New Zealand racehorse syndication created to reimagine ownership through a more personal, customer-first model. Each syndicate is made up of ten like-minded individuals who share in the thrill and reward of racing at the highest level. The challenge was to create a brand that reflected this new, collaborative approach to ownership while expressing sophistication, ambition and the modern spirit of the Kingmakers experience.

APPROACH

We developed a refined visual identity that celebrates unity, craft and contemporary style. The brand mark represents ten owners – nine circles bound together by a tenth at the apex, symbolising shared ambition and collective success. Elegant typography and rich, confident tones give the brand an elevated presence, while the beautifully designed racing silks bring the identity to life on the track. Their contemporary patterning and minimalist detailing express motion and modernity, offering a fresh take on traditional racing attire and reinforcing Kingmakers’ progressive spirit.

RESULT

The new identity positions Kingmakers as more than a syndication, it is an elevated ownership experience shaped by expertise, camaraderie and vision. From digital to physical, every touchpoint captures the balance of heritage and modern design, helping Kingmakers stand apart in a traditionally conservative industry.

KEY TAKEAWAY

Through a crafted identity and contemporary silks that embody confidence and style, Kingmakers redefines racehorse ownership as a shared journey of passion, pride and performance.

General Capital & General Finance

CHALLENGE

General Finance is a New Zealand, owned and operated finance company, and a wholly owned subsidiary of General Capital Limited, an NZX-listed financial services group. Both businesses required a refreshed identity that would unify them under one clear and confident presence. The goal was to strengthen their market position, connect more deeply with investors and borrowers, and create a distinctive visual identity that would stand out in a crowded financial sector.

APPROACH

A key part of the brief was to integrate the colours red, white and blue into both the symbol and wordmark, expressing a proud connection to New Zealand while evoking trust, stability and ambition. At the heart of the new identity sits a refined interpretation of the New Zealand fern, with three fronds converging to form a globe. This emblem captures the strength of local roots and a global outlook, symbolising growth, connection and integrity. The surrounding design system uses a sophisticated palette of regal blue, rich red, azure blue, white and silver, paired with clean typography and balanced composition to create a modern and authoritative feel.

RESULT

The new brand unifies General Finance and General Capital under a single, distinctly New Zealand identity. It projects clarity, strength and credibility across all platforms, from web and investor reports to advertising and communications, reinforcing both businesses’ reputation for integrity and reliability.

KEY TAKEAWAY

By weaving red, white and blue through both the mark and wordmark, the identity honours New Zealand heritage while signalling confidence and ambition for the future, positioning General Finance and General Capital as trusted leaders in financial services.

Visit https://generalfinance.co.nz/

Before

The New Zealand National Party

Challenge

The brief was to modernise one of New Zealand’s most recognisable political identities without losing its heritage. The National Party’s N and Southern Cross were iconic and familiar, yet the overall identity had become static, overly corporate and disconnected from the warmth and optimism the party wanted to project. The challenge was to re-energise the brand to make it feel confident, contemporary and distinctly New Zealand, while retaining the trust and familiarity that decades of visibility had built.

Approach

We started by strengthening the N to improve legibility and create a more confident silhouette that worked at every scale and medium – from billboards to digital avatars. The Southern Cross was reimagined as the central feature, symbolising forward energy, aspiration and unity. Colour played a crucial role : a warmer, more vibrant blue replaced the cooler corporate tone, complemented by a magenta accent that added freshness and energy.

Behind the scenes, we developed a flexible design system and brand toolkit that ensured national consistency and local adaptability. This included logo variations, colour specifications, templates and rollout guidelines – empowering regional teams to apply the identity confidently and correctly, no matter the platform.

Result

The new identity gave the National Party a revitalised sense of purpose and visibility. The refreshed mark feels open, modern and unmistakably New Zealand – equally effective on a podium, in social media, or in grassroots campaign material. The internal rollout toolkit has improved brand discipline and cohesion across all levels of communication, helping the party present as unified and forward-looking.

Key takeaway

Great brands evolve, they don’t erase their past. By building on familiar symbols and injecting them with renewed energy, the National Party’s identity was transformed into a mark that honours its legacy while looking confidently to the future.

Before

Blueprint Global

CHALLENGE

Blueprint Global is an international logistics company that specialises in simplifying the world’s most complex supply chains. While their service offering was sophisticated and highly capable, their existing communications failed to reflect this. The brand’s visual language was overly technical, fragmented and lacked emotional connection – presenting the business as functional rather than thoughtful. What was missing was a sense of clarity, confidence and care; qualities that define how Blueprint Global actually operates. The challenge was to transform a purely operational identity into one that conveyed precision, reliability and humanity on a global scale.

APPROACH

We reimagined the Blueprint Global identity around a single, unifying idea making complexity feel simple and personal. The new logo features five interlocking containers that form a distinctive, “chilled” symbol, representing the company’s five core business segments : air, sea, land, rail and cross-trade. The mark not only symbolises movement and connection but also becomes a playful, living device – adaptable across media and materials. It can be built from shipping containers, boxes, or even the products themselves, creating a dynamic link between the logo and the real world of logistics. To balance precision with emotion, we paired the mark with bold typography and photography that captures both the scale and humanity of global transport – sweeping infrastructure, movement, and the people behind it. The full identity was rolled out across every touchpoint : livery, digital platforms, presentations, stationery, signage and collateral. Each element was designed to be consistent yet flexible, allowing the system to evolve as the brand grows.

RESULT

The refreshed identity gave Blueprint Global a confident, modern presence that feels both structured and human. The logo has become a versatile storytelling tool – a mark that can flex across environments while retaining its integrity. Whether rendered digitally or built from physical materials, it reinforces the brand’s core idea: precision made simple. The new visual system unified previously disconnected communications and established Blueprint as a trusted, design-led leader in global logistics.

KEY TAKEAWAY

In logistics, clarity is the ultimate expression of confidence. By turning structure into a symbol and allowing that symbol to live and play in the real world. We gave Blueprint Global a brand that reflects its intelligence, agility and heart.

Before

Moana

CHALLENGE

Moana Park Estate aspired to be recognised globally as a producer of ultra-premium Hawke’s Bay wines, yet the existing packaging failed to communicate that ambition. The range lacked clarity, hierarchy and a unifying story that could connect consumers to its provenance. Without a coherent visual and narrative framework, the brand struggled to express its place, philosophy and potential.

APPROACH

We anchored the brand in the deeper meaning of ‘Moana’ and the enduring relationship between land and sea — a relationship that shapes both New Zealand’s identity and Hawke’s Bay terroir. From this foundation we created a three-tier system with distinct visual narratives, each elevating the story in its own way while contributing to an overarching brand world.

Moana Classic Range Inspired by the raw power and beauty of Aotearoa’s natural world, this tier conveys the balance between land and sea where we grow and gather. The imagery is expressive and atmospheric, giving the everyday range a sense of authenticity and natural abundance. Reserve Range A topographical perspective looking back to the land from the water brings a more refined, elevated tone. This view grounds the tier in Hawke’s Bay, creating a sense of place and prestige while signalling increased complexity within the portfolio. Single Vineyard Range Centred on Hinemoana — mother of the oceans and guardian of all who cross them — this tier carries the brand’s most crafted and poetic expression. The design language is more intricate and intentional, signalling Moana’s finest wines and reinforcing the deep connection between mythology, provenance and craft.

Together, these tier stories and visual languages create a unified system with clarity, depth and unmistakable premium presence.

RESULT

The refreshed Moana Park Estate portfolio now delivers a compelling and cohesive narrative across the entire range. The strengthened storytelling elevates perception, clarifies tier distinctions and enriches the connection to place. The brand enters the market with renewed confidence and a more distinctive, globally aware presence.

KEY TAKEAWAY

A clear narrative framework can transform a fragmented range into a coherent brand world. Moana Park Estate shows how anchoring design in meaning, provenance and cultural depth enhances premium perception and builds a more memorable, future-ready wine brand.

Before

United Fisheries Brands

CHALLENGE

United Fisheries saw an opportunity to expand into the global retail space through Costco, creating a range of food brands that could appeal to a diverse, quality-conscious audience. The challenge was to develop three distinct yet complementary brands that celebrated cultural authenticity while fitting within a shared portfolio under United’s “Sea Believers” philosophy. Each needed to stand on its own – exciting, credible, and instantly appetising, while connecting to a growing market of consumers seeking quick, flavour-driven meals.

APPROACH

We created three unique brands – Loco Loco, Lucky Boy and Ya Tai. Each designed with its own cultural flavour and emotional energy. Loco Loco brings vibrant, Mexican-inspired street food to life through a playful, energetic identity full of colour and rhythm. Lucky Boy channels the bold, youthful attitude of Chinese street food – cheeky, urban and full of flavour. Ya Tai captures the refined simplicity of Japanese cuisine, blending tradition and modernity through clean, crafted design. Together, they express United’s ability to deliver authenticity and quality with a modern, ready-to-eat convenience that feels real rather than manufactured.

RESULT

The three brands launched exclusively into Costco with strong early engagement from both buyers and consumers. Each range delivers a clear story and strong shelf presence, proof that cultural authenticity and convenience can coexist without compromise.

KEY TAKEAWAY

Distinct brands built on truth and taste travel further. By creating three culturally rooted yet contemporary food identities, United Fisheries extended its reach into a new retail environment while staying true to its purpose – delivering authentic, high-quality food made with care.

Anchor Milk Portfolio

CHALLENGE

Anchor’s milk portfolio core and enriched range : Calci+, Protein+, Silver Top, Organic, Plant-Based and Zero Lacto, had strong individual products but low overall awareness. Each variant had its own design language, making the range confusing and disconnected on shelf. There was no unifying system or clear messaging hierarchy to help consumers understand the distinct nutritional benefits of each, from strengthening bones to supporting digestion or providing extra protein. The challenge was to bring clarity, cohesion and appetite appeal to a complex portfolio while reinforcing the premium nature of the products.

APPROACH

We began by defining a clear brand and range architecture, grouping the products into three intuitive tiers, Core, Premium and Wellness. This structure provided the foundation for a consistent visual and messaging system across the portfolio. We developed bespoke imagery and iconography to highlight each product’s unique benefits, supported by a simplified message hierarchy and stronger brand cues. The design language elevated the packaging, communicating both nutritional benefit and great taste while maintaining a cohesive Anchor family look.

RESULT

The refreshed Anchor milk portfolio achieved far greater shelf clarity and consumer understanding. The consistent visual system helped unify the range under one recognisable identity, while the hierarchy and benefit-led messaging improved navigation and purchase confidence. The new design successfully positioned the enriched range as a premium, purposeful offer within everyday dairy.

KEY TAKEAWAY

Clarity creates confidence. By introducing structure, consistency and stronger storytelling, the Anchor enriched portfolio now connects more clearly with consumers by delivering both the functional benefits they seek and the trusted quality they expect from Anchor.

Before

Fresh’n Fruity Indulge & Greek

CHALLENGE

Fresh’n Fruity is one of New Zealand’s most loved and recognisable yoghurt brands – a trusted staple in family fridges for decades. However, the mainstream yoghurt category had begun to decline as new, more exciting and premium offers entered the market. To reinvigorate the brand and reach new audiences, Fonterra identified two key opportunities : to launch a Greek range targeting consumers seeking a creamier, more authentic yoghurt, and an Indulge range designed for those craving a premium, dessert-like experience. The challenge was to evolve the brand’s visual expression to stretch confidently into these new spaces without losing its familiar, approachable personality.

APPROACH

For Greek, we retained the iconic Fresh’n Fruity logo but placed it on a rich, vibrant blue background – instantly signalling a more authentic, flavour-led range with strong shelf presence. The design celebrated freshness, creaminess and appetite appeal while keeping the brand unmistakably Fresh’n Fruity. For Indulge, the creative approach shifted toward a more sensorial, luxurious experience. Thick, creamy textures and a visible layer of fruit were made the heroes of the pack, highlighting decadence and flavour while maintaining connection to the family brand. Together, both ranges expressed two sides of the same brand – approachable yet evolving, familiar yet more sophisticated.

RESULT

The introduction of the Greek and Indulge ranges revitalised Fresh’n Fruity’s presence in the chiller aisle, strengthening its relevance and driving reappraisal among both existing and new consumers. Each range brought freshness and flavour back into a brand long associated with everyday family moments, helping it compete more effectively in a changing category landscape.

KEY TAKEAWAY

Strong brands evolve by understanding how people’s tastes change. By extending Fresh’n Fruity into more indulgent and authentic territory while keeping its playful Kiwi spirit, Fonterra created two new ranges that feel modern, delicious and true to the brand’s heritage.

Anchor Branding

CHALLENGE

Anchor is a Kiwi classic, part of New Zealand homes, fridges, pantries and tables since its beginnings in the Waikato in 1886. Yet in recent years the brand had lost clarity. Disparate communication, combined with a functional push toward nutrition and performance, created a tone that lacked warmth, humanity and accessibility. Consumers continued to associate Anchor with trust and familiarity, but the brand no longer stood for anything exceptional. Its story had become fragmented, and its emotional power was fading.

APPROACH

Our task was to develop a masterbrand system that could reconnect Anchor with New Zealanders in a deeper and more meaningful way. The goal was to give the brand a clear, ownable narrative device that could unify every message and make Anchor instantly identifiable, no matter the context.

Drawing on the brand platform The natural home of dairy, we created a signature milkflow device to house the logo and tagline. This flowing, organic form expresses the natural simplicity of milk while bringing softness, warmth and inclusivity back to the brand. It acts as a visual anchor across all communications, ensuring that every story, whether about people, products or moments of home life, feels unmistakably part of the Anchor world. The system reinforced a sense of ease, care, vitality and belonging, qualities that sit at the heart of the brand.

We rolled the design system out across the entire vehicle fleet, outdoor and press advertising and social media. It has also been adopted by Anchor teams throughout the Pacific markets, creating consistency and recognisability across regions.

RESULT

The new masterbrand identity restored emotional clarity and cohesion to Anchor, transforming scattered communication into a unified brand experience. The milkflow device provides an instantly recognisable frame that supports everything from storytelling to functional messaging, helping Anchor reconnect with consumers through warmth, trust and everyday relevance.

KEY TAKEAWAY

When a brand with deep heritage re-centres around a simple, emotionally resonant story, recognition and meaning return quickly. The Anchor masterbrand system shows how a single, ownable visual device can unify communication, rebuild connection and bring a classic New Zealand brand back to the heart of home life.

United Fisheries

CHALLENGE

United Fisheries wanted to refresh their brand to better reflect their deep connection to the sea and the authenticity of their operations. Despite decades of experience and a strong reputation in seafood, the brand wasn’t telling the full story – the respect for the ocean, the dedication of the people behind it, or the provenance of their New Zealand catch. The challenge was to create a positioning and identity that celebrated these truths while giving the business a stronger, more meaningful foundation for growth.

APPROACH

Through a collaborative process, we developed the Sea Believers positioning. An idea that captures United Fisheries’ belief in the ocean, its bounty and the responsibility to protect it. This positioning became the cornerstone of the refreshed brand. The new wordmark, hooked and lifted from the water, visually tells the story of freshly caught fish and connects the identity to the rugged, remote coastal environments of Aotearoa. Every design decision reinforced the company’s purpose, blending authenticity with modernity to create a brand that feels both grounded and aspirational.

RESULT

The refreshed identity repositioned United Fisheries as an industry leader with a clear and inspiring story. Sea Believers became more than a brand platform, it united the company internally and externally around a shared belief system, giving every touchpoint from packaging to livery a sense of pride, place and purpose.

KEY TAKEAWAY

Great brands are built on belief. For United Fisheries, Sea Believers expressed not just what they do, but why they do it – turning a trusted seafood company into a brand that honours the ocean, celebrates craftsmanship and builds enduring trust.

www.unitedfisheries.co.nz

Before