Category: Brand Strategy

Good Feeding

CHALLENGE

Good Feeding set out to tackle a defining health issue of our time : rising childhood obesity and the long-term influence of early taste formation. Parents often face a confusing feeding landscape, especially when babies may give up to ten “yucks” before a single “yum”. With mothers milk’s natural sweetness shaping early expectations, many baby foods rely heavily on apple, reinforcing sugary preferences that can persist for life. Good Feeding wanted to break this cycle by helping parents introduce real flavours, diverse ingredients and healthier habits from the very beginning.

The Go Well programme delivered weekly meals supported by an ecosystem of nutritionists, scientists, paediatricians, analysts, growers and farmers, backed by 24/7 help. The science behind the meals was genuinely innovative. Advanced processing allowed food to retain far more natural goodness than you could achieve at home, resulting in bright, nutrient-rich meals. Importantly, the programme adapted to each child. If a baby struggled with a particular week of flavours, Good Feeding could repeat it to help the child gain confidence at their own pace. The challenge was to build a brand capable of expressing this depth of science and care with clarity, warmth and modernity in a category full of predictable tropes.

APPROACH

We shaped a strategic platform around the belief that good feeding builds good living. This informed the name Good Feeding, positioning the brand as a guide grounded in both science and empathy. Parents were framed as central participants in a wider support ecosystem, strengthened by the weekly delivery rhythm. The visual identity brought these ideas to life through a continuous sprout–spoon symbol, representing growth, nourishment and the loop between expert insight, natural ingredients and daily routines.

The design system championed honesty. Colours referenced real foods rather than pastels, and photography highlighted the vibrancy made possible by the advanced cooking technology. The tone of voice explained the feeding journey clearly, from why babies resist new flavours to how repeated exposure reshapes taste buds. We reinforced the programme’s flexibility, showing how repeating a week supported natural progression rather than forcing pace. The result was a brand expression that felt modern, informed and deeply attuned to parents’ realities.

RESULT

The refreshed brand distinguished Good Feeding from sweetness-driven and sentimental competitors, offering a grounded, intelligent and supportive approach. Parents responded strongly to the clarity of the programme, the practicality of weekly delivery and the reassurance of being able to repeat flavour stages when needed. Healthcare professionals valued the scientific foundation, the nutritional integrity of the meals and the alignment with child development.

The United States pilot saw strong engagement, with families and professionals noting both the quality of the meals and the confidence created by the ecosystem behind them. This momentum has positioned Good Feeding for international expansion, supported by a proven model integrating science, behaviour and parental support.

KEY TAKEAWAY

Good Feeding shows how purpose, evidence and empathy can reshape early feeding. By addressing sweetness dependency, normalising repeated exposure and using technology to preserve natural nutrition, the programme offers a healthier, more realistic way to build lifelong habits. The weekly delivery model, adaptive repeat-week support and round-the-clock guidance place parents at the centre of a connected ecosystem, driving meaningful impact from the very first spoonful.

Kāpiti

2022 Transform Awards
Best Visual Identity from the Food & Beverage Sector
Gold Winner

“Very solid project all round. The strategy, execution
and results are very strong overall. It’s hitting all the right
marks while achieving great results in a short time span.”
— 2022 Transform Awards judging comments

CHALLENGE

Kāpiti has long been known for creating some of New Zealand’s most distinctive dairy products, from award-winning cheese to indulgent ice cream. When the opportunity arose to extend the brand into yoghurt, the challenge was to capture Kāpiti’s premium positioning and sense of discovery in a new category already crowded with everyday options. The goal was to create a yoghurt range that felt luxurious and unmistakably Kāpiti – delivering a moment of indulgence that could stand out in the chilled aisle.

APPROACH

Building on the brand promise of mouthwatering taste discoveries, we sought to bring Kāpiti’s adventurous flavour spirit to life in yoghurt form. The black base remained essential to the brand’s DNA, signalling quality and sophistication, while the design focused on creating impact in the chiller. We used vivid, mouthwatering photography, “sculptured towers of flavour”, to make the product irresistibly tactile and delicious. These imperfect, gooey stacks captured the realness and intensity of Kāpiti flavours, ensuring each pack felt like an invitation to indulge.

RESULT

The new packaging brought Kāpiti’s premium personality to the yoghurt aisle with bold appetite appeal and distinctive shelf presence. The range communicates indulgence through craft, texture and colour – achieving standout within a visually noisy category while remaining true to the masterbrand.

KEY TAKEAWAY

Strong brands don’t just stretch into new categories, they bring their essence with them. By translating Kāpiti’s adventurous taste philosophy into a visual and sensory experience, we created a yoghurt brand that feels both fresh and familiar – a true Kāpiti discovery.

Vietrose

CHALLENGE

Vietrose had built a strong reputation as a young, ambitious food manufacturer exporting to markets around the world. Their products were high quality and innovative, but their corporate presence didn’t reflect the same energy or professionalism seen in their operations. The challenge was to create a cohesive brand identity and story that conveyed their passion for food, their precision in production and their growing international credibility.

APPROACH

We began by uncovering what makes Vietrose different – a restless curiosity and a genuine enthusiasm for creating new, market-ready food solutions. From there, we built a corporate identity and visual language that told this story with conviction and clarity. The design system combined clean, modern typography with rich food imagery and purposeful storytelling to capture the company’s passion and innovation. The identity extended across every touchpoint, from uniforms and interiors to livery and digital.

RESULT

The refreshed brand positioned Vietrose as a confident, world-class food partner with a clear sense of purpose and personality. Their corporate profile and website now articulate not just what they make, but why they do it – a business driven by creativity, precision and reliability. The new identity has strengthened how Vietrose presents to both existing and new international buyers.

KEY TAKEAWAY

A clear, unified identity can elevate perception without changing what a company does. For Vietrose, design became a tool to express their professionalism and passion – helping a fast-growing exporter look, sound and feel every bit as impressive as the products they deliver.

Before

GoalsGetter

CHALLENGE

Formerly known as Nikko Asset Management, Amova Asset Management is one of the world’s largest investment companies. As part of their evolution, they wanted to strengthen their presence in the New Zealand market through GoalsGetter – a smart online investment platform that makes it easy for anyone to start investing with as little as $250. The platform needed to feel approachable and motivating, helping everyday investors set personal goals, from a dream holiday to a first home or retirement. They can then track their progress online.

APPROACH

We developed the strategic brand platform and visual identity to bring GoalsGetter to life in the digital world. Centred on optimism, action and empowerment, the identity uses an action focused “GO” logo to symbolise forward momentum. A suite of vibrant illustrations adds warmth and personality, helping to make investment feel engaging and achievable.

RESULT

The new identity positions GoalsGetter as an empowering, user friendly way to invest with Amova. It combines clarity and optimism, balancing digital simplicity with the reassurance of expert fund management.

KEY TAKEAWAY

By transforming investing into an accessible, goal driven experience, GoalsGetter helps everyday investors take confident steps towards achieving their ambitions – supported by the global strength of Amova Asset Management.

 

 

Before

Anchor Protein+

2022 Transform Awards
Best Brand Evolution (Consumer)
Silver Winner

“Challenge, strategy and results were clearly delivered.”
— 2022 Transform Awards judging comments

CHALLENGE

With growing consumer demand for protein-rich products, Anchor saw an opportunity to strengthen its presence in the functional dairy space. However, existing perceptions around protein yoghurt being “healthy but not tasty” were holding the category back. The challenge was to redesign Anchor Protein+ packaging to shift those perceptions, making it feel both delicious and nutritious, while ensuring strong brand distinction on shelf..

APPROACH

We developed a new look and feel anchored in the idea of Delicious fuel for life. The design introduced the circle of flavour device – a visual system that connects across the full range, guiding shoppers by flavour and serving as a key visual cue in advertising. The tone, colour palette and imagery were all designed to communicate flavour first, followed by the product’s nutritional benefit. The result was a bold, modern design language that celebrated both taste and performance.

RESULT

The refreshed packaging revitalised the Protein+ range, driving stronger on-shelf visibility and broader consumer appeal. Its success led to new range extensions, including additional yoghurt flavours, squeezy pouch formats and the launch of the Protein+ shake – all building on the same cohesive visual system.

KEY TAKEAWAY

When functional products lead with flavour, they gain wider relevance. For Anchor Protein+, reframing the balance between taste and nutrition helped transform a niche health product into a mainstream brand, one that feels as good as it is for you.

 

 

Before

Blackbird Finance

CHALLENGE

Blackbird Finance is a specialist lender supporting importers and dealers in the motor vehicle industry, helping clients secure finance for vehicles in transit or awaiting compliance. While their offer was progressive and well regarded, the brand itself felt dated and corporate. It lacked emotion, distinction and the confidence to match the company’s expertise and forward momentum in a competitive financial landscape.

APPROACH

We reimagined the brand from the ground up, redefining every element from the symbol to the story. At the heart of the identity, we reinterpreted the blackbird itself, crafted into a beautifully refined form that carries a sense of strength, precision and gravitas. The new mark became a symbol of perspective and progress, embodying the company’s role in helping clients move forward with clarity and confidence.

The communications extended this idea through a powerful metaphor of journey, seen from the bird’s viewpoint. Roads, landscapes and movement became recurring visual themes, representing both physical and financial journeys. The tone of voice and design system were refined to feel dynamic, optimistic and personal, balancing professionalism with genuine human connection.

RESULT

The rebrand transformed Blackbird Finance into a distinctive, contemporary and trusted presence. The new visual identity, applied across website, vehicle livery, signage and collateral, unites sophistication with purpose. Every touchpoint now tells a story of progress and partnership, positioning Blackbird Finance as an agile, forward-thinking lender that helps clients see the bigger picture.

KEY TAKEAWAY

By reimagining the blackbird as a symbol of perspective and motion, and viewing communication through its lens, the brand now speaks to possibility and progress, capturing both the spirit of the journey and the confidence to soar above it.

 

 


Before

Arcadia

Challenge

Arcadia Park is a collection of ten architecturally designed townhouses in the heart of Epsom, created by Leuschke Group, one of New Zealand’s most respected practices. Despite the quality of the design and its premium location, the development needed a brand identity that could translate architectural intent into market appeal. The task was to build a brand that felt confident and refined, captured the values of the project and supported sales by giving future homeowners a clear sense of place. The early materials did not yet reflect the harmony, proportion and care inherent in the homes. The ambition was to create a presence that signalled quality, elevated perception and told a coherent story across all touchpoints, from digital listings to printed collateral and on-site experience.

Approach

Working closely with Arcadia Developments, we explored the essence of the project : crafted homes grounded in strong architectural thinking. From this came a brand platform centred on balance and precision. The identity is anchored by a distinctive A mark whose geometry echoes the architectural forms. This becomes more than a logo. It is a signal of stability and a visual expression of the development’s principle of creating beautiful, high quality family homes. A refined palette, contemporary typography and structured layouts bring clarity to the brand. Photography direction highlights materiality, light and architectural lines. Marketing materials, including brochures, floorplan packs and digital assets, were shaped to support the buyer journey. Site signage and wayfinding mirror the restraint of the identity, reinforcing a sense of a development considered in every detail.

Result

The identity brought Arcadia Park to life with clarity and assurance. Prospective buyers were able to understand the potential of the homes before construction was complete, supported by strong visual storytelling and consistent communication. The distinctive A mark quickly became a recognisable symbol for the development, building familiarity and trust. The brand elevated perception and helped position Arcadia Park as a premium, architecturally led offering. Sales materials supported confidence and engagement, giving buyers a clear understanding of the design intent and value.

Key takeaway

When architectural thinking is translated through a disciplined identity, it becomes a commercial advantage. Arcadia Park now has a unified brand presence that turns a well-designed development into a compelling place to belong.

Bird & Barrow

2022 Transform Awards
Best Brand Evolution (Consumer)
Gold Winner

“The brand changes hit the mark with consumers at the point of sale and the depth of the brand creates a relationship between producers and buyers for future purchases.”
— 2022 Transform Awards judging comments

CHALLENGE

Previously known as George and Jo’s, the brand faced a growing trust issue. Consumer research revealed that people were sceptical of its fictional founders, questioning whether the brand’s promises of being 100% antibiotic free and free range were genuine. To restore confidence, the business needed a new name, story and identity that conveyed authenticity, care and transparency while celebrating the farmers behind the product.

APPROACH

We developed a strategic brand platform and name – Bird & Barrow Free Range, 100% Antibiotic Free Chicken, to communicate what truly makes their chicken special. The new brand story put real farmers and their values at the centre, highlighting their respect for the environment, commitment to animal welfare and dedication to producing food families can trust. Visually, we broke away from the category’s predictable greens and natural tones, introducing distinctive blue packaging paired with hand-drawn illustrations that bring to life the care, protection and freedom of Bird & Barrow’s farming practices, even down to the radios played in the barns to keep the chickens happy.

RESULT

The rebrand transformed Bird & Barrow into a trusted, characterful and premium brand that consumers could connect with emotionally. It carved out a clear point of difference on shelf while reinforcing the brand’s values of honesty, care and provenance.

KEY TAKEAWAY

By replacing fiction with authenticity and crafting a story rooted in genuine care, Bird & Barrow restored consumer trust and created a distinctive, meaningful brand that stands proudly for integrity from farm to fork.

 


Before

Culley’s Hot Sauce

CHALLENGE

Culley’s began in 2010 selling home-grown, home-made sauces at local farmers markets and has since grown into an international success, with products sold in supermarkets, restaurants and specialty food stores across New Zealand and overseas. While the business had expanded rapidly, the brand had not evolved with it. There was a need to pause, define a clear strategic direction and create a brand system that reflected the scale, personality and passion behind Culley’s.

APPROACH

We developed a strategic brand platform built around the essence of flavour, fire, flair. This captured Culley’s bold, maverick spirit and passion for big flavour. The new identity brought this energy to life through bespoke illustrations for each product, designed to express the heat, character and craft behind every sauce. The visual language balanced fiery intensity with refined detail, creating a distinct, ownable personality that stood out powerfully on shelf.

RESULT

The refreshed identity unified the range and elevated Culley’s into a leading force in the hot sauce category. Each pack became a statement piece – vibrant, expressive and instantly recognisable, building a strong emotional connection with consumers and giving the brand clear shelf dominance both locally and internationally.

KEY TAKEAWAY

By capturing the bold personality of its founder and the artistry of its sauces, Culley’s now stands as a benchmark for how authenticity, flavour and design flair can transform a home-grown brand into a global success story.

Before

Tip Top Bakery

CHALLENGE

Tip Top is the largest brand in New Zealand’s bread aisle, but its 36-SKU portfolio had become fragmented and inconsistent. Confusing naming conventions, unclear message hierarchies and a lack of visual cohesion made it difficult for shoppers to navigate. The challenge was to unify the range under one clear system that reflected how consumers actually shop, while reigniting love for the brand and reaffirming Tip Top’s place at the heart of Kiwi homes.

APPROACH

Through extensive research and strategic review, we simplified the brand’s architecture by moving from a complex sub-brand model to an occasion-based structure that aligned with modern shopping behaviour. The redesign consolidated messaging, refined the heart device and leveraged Tip Top’s signature red as an ownable brand asset for strong shelf standout. The positioning “The bread with the love baked in” became the foundation for a warmer, more human identity that celebrates quality and everyday goodness.

RESULT

The refreshed portfolio created clarity, cohesion and stronger recognition across all ranges. The new system made the bread aisle easier to navigate and re-established Tip Top as the trusted, loveable choice for New Zealand families. Sales lifted significantly across the category, and the previously underperforming Goodness Grains SKU saw a remarkable turnaround, now recommended by 90% of consumers.

KEY TAKEAWAY

Even the biggest brands need structure and heart to stay relevant. By unifying the Tip Top range and strengthening its emotional connection, we helped New Zealand’s best-known bakery brand rediscover its warmth, confidence and shelf dominance.

 

Before