SUGARTREE LANE
As Auckland continues its giddy growth, a new urban life is flourishing within the once empty CBD. SugarTree Lane, a retail hub neatly contours around the edge and under the impressive SugarTree development. The development sits in a new ‘golden’ triangle between Ponsonby, Grey Lynn and Freeman’s Bay and flanks the CBD, within easy walking and cycling distance to many of the city’s main attractions.
We partnered with SugarTree to create the naming, brand identity, website and marketing collateral to help promote and sell their retail spaces and bring the potential of the development to life. The identity plays on the open laneways configuration of the development, while the messaging alludes to the infinite possibilities that can be enjoyed at SugarTree Lane.
PROJECT OUTPUT
Naming, brand identity, website, marketing collateral, advertising, environmental graphics, way-finding.
NUMBER WORX
Creating a new start-up is a big move and it was no different for Number Worx who offer businesses financial acumen & guidance to all sort of businesses. Launching themselves into the market for the first time, they needed a brand identity that gave them and potential new clients confidence. Our inspiration for the naming, logo design and collateral for Numberworx was piecing together the financial puzzle of business, delivered with simplicity and framed it up in a way that made it easy for people to understand and relate to.
PROJECT OUTPUT
Naming, logo design, stationery, collateral.
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
KIRK GROUP
We partnered with Kirk Group to help launch them as one group, with one vision globally. As the industry leaders of image carriers in Australasia, they needed a corporate profile and marketing collateral that showcased the group’s value in delivering integrated solutions from design through to print.
Strong imagery with incredible colour played a pivotal role in the brands new identity – it creates stand-out & cut-through, allowing them to show case their best in class pre-press & print capabilities.
PROJECT OUTPUT
Corporate profile, plate and tube shippers, stationery, environmental design.
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
VIETROSE
Since 2008, Vietrose has been bringing something new to the table for food buyers all over the world. Young, innovative and curious, their strength comes from their passion to develop and produce interesting and innovative products, in spec and on time for food buyers around the world.
We tell the company’s story and vision through an arresting corporate profile that is brought to life through compelling imagery and words that capture their passion, precision and food innovation.
PROJECT OUTPUT
Brand identity, profile, website, collateral, uniforms, office interior, livery.
Before
SERVICE FOODS
Service Foods had a very simple brief. ‘We want people to become more emotionally engaged with our brand and to understand how flexible and innovative our company truly is’. The kernel of everything we delivered lies in a simple thought: ‘Behind Every Great Chef’. This four word line encapsulates everything that Service Foods has been about to date and will be about in the future.
To truly get ‘behind every great chef’, you need to be supplying them the best – provenance, diversity and exceptional quality at pace. We did this through story telling. We told the stories of the people in the business, the fishermen, the farmers, the beekeepers and the cheese makers. We showed them in their work, captured their care and craft on camera and introduced Service Foods as the catalyst that brings them all together so restaurants across the country can serve the quality and diversity that has made our country one of the most famous in the world.
PROJECT OUTPUT
Corporate profile, video, website.
ANCHOR EXPORT NUTRITIONAL
The task was to develop a messaging platform for Anchor across the Pacific. The platform would form the basis of all communication over the next three years. It needed to communicate the benefits of Anchor’s everyday goodness, through to more complex nutritional messages. The challenge was creating a campaign and messaging that would work across diverse markets, from the sophistication of a French food market in New Caledonia to rural areas in Papua New Guinea, with varying degrees of dairy knowledge.
In depth research was conducted across the markets, and the most single compelling messaging that would work across the markets was DAIRY PRODUCTS HELP KIDS GROW STRONG. We also discovered that aspirational nutrition is powerful – stronger, fitter & healthy. This became our creative platform to build on.
Although milk is the core of our offer in the Pacific. Anchor is more than milk. Yet everything we create comes from the simple goodness of this pure source. Anchor is… made from the goodness of milk. Emotive imagery, simple illustrations and statements were developed to bring this to life across many touchpoints.
PROJECT OUTPUT
Outdoor and instore advertising, POS, school initiatives, gift with purchase, mobile events, video.
SERVICE FOODS BRAND IDENTITY
Service Foods are New Zealand’s largest privately owned and operated food service distribution business. They directly import over 4000 products from over 20 countries and supplement this with 8000 locally produced products.
They have their own growers, butchery, fishery and bakery, however much of their market were unaware of their full offer. We wanted to tell their story through an identity that visually showed and described their hand-picked sourcing carefully delivered to their clients.
Through the design process we identified that their brand image of the chef was communicating the wrong thing to their customers, rather than being a supplier of quality produce they looked like a catering company. This insight was the foundation of the creative direction.
PROJECT OUTPUT
Brand identity, vehicle livery, advertising, stationery, events, trade marketing, printed communications.
Before
