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.
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
CHALLENGE
The Junior Tri Nations Indoor Netball event brings together 19 elite youth teams from South Africa, Australia and New Zealand, competing across under 12, under 14, under 16 and under 18 categories. As host nation for the 2024 tournament, New Zealand needed a bold, unifying identity that would capture the energy of the game and the spirit of international competition, while also signalling its home-court advantage. The brief called for an identity that felt modern, memorable and capable of energising players, supporters and officials across all levels of the competition.
APPROACH
Working with the World Indoor Netball Association (WINA), we drew inspiration from the netball itself, the hoop and the iconic New Zealand fern. These core elements were distilled, abstracted and re-formed into a striking three-dimensional symbol that personifies both the sport and the host nation. The imagery was deliberately colour-driven, abstract and dynamic to create an ownable visual language that stands apart from traditional netball iconography. By using vibrant gradients and kinetic shapes, the identity expresses the speed, force and agility of the indoor game. The interplay of colour and form reinforces the idea of teams converging from three nations, united in competition yet distinguished by their individual energy.
RESULT
The new identity delivers a cohesive and memorable visual system for the 2024 competition. Applied across uniforms, courtside environments and digital channels, it creates a sense of momentum and spectacle while strengthening recognition of the event. It captures the energy and competitive spirit of the Tri Nations tournament and honours New Zealand’s sporting heritage in a way that feels contemporary, confident and globally relevant.
KEY TAKEAWAY
By fusing national symbolism with sporting dynamism, the identity unites teams and fans under one banner. It celebrates competition, connection and pride on an international stage, giving the Junior Tri Nations a visual presence equal to the calibre of the athletes it brings together.
Before
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
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
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
Challenge
Kāpiti’s promise of being relentless in the pursuit of taste set the ambition for a new collection of three cheese gift boxes. Each box needed to showcase the craft behind Kāpiti’s hand made cheeses while elevating the sense of premium quality and heritage the brand is known for. The challenge was to create packaging that felt elegant, functional and environmentally responsible, while enhancing the overall gifting experience.
Approach
We developed a design system that placed rich, moody photography at its heart. Each image was carefully composed with subtle pairings, considered lighting and a tonal palette that captured the depth and character of the cheeses. This approach created an immersive sensory experience, giving the gift boxes a feeling of generosity and flavour even before they were opened. The structural and graphic design worked together to ensure the experience felt refined yet practical. From the naming through to the pack architecture, the intention was to create a keepsake that felt worthy of the product inside and unmistakably Kāpiti.
Result
A suite of gift boxes that elevate the storytelling around Kāpiti cheese. The balance of craft, photography and thoughtful detail creates a premium gifting experience that feels both modern and true to the brand’s heritage.
Key takeaway
When the sensory world of the product drives the design, the packaging becomes part of the taste experience. By expressing Kāpiti’s pursuit of flavour through imagery, structure and tone, the gift boxes create an emotional connection before the cheese is even enjoyed.
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
CHALLENGE
Henkell is one of the worlds most recognised sparkling wine houses, known for combining centuries of craft with a strong international presence. With a reputation built on quality, celebration and refinement, the brand wanted a premium gift box for Henkell Vintage Sparkling Wine that felt worthy of its heritage while standing out in a competitive gifting segment.
APPROACH
We drew inspiration from the frescoes in Henkells historic wine cellars, artworks rich with romance, ceremony and the spirit of celebration. Translating these into a contemporary visual language, we created a gift box that evokes the atmosphere of the cellars while elevating the sense of occasion. The design brings together heritage, artistry and an authentic emotional connection to Henkell Vintage.
RESULT
The new gift box delivers a refined and distinctive presence that aligns Henkell Vintage with the expectations of premium gifting. By integrating artwork drawn from the cellars, the packaging adds depth and storytelling while strengthening perceptions of quality and craftsmanship.
KEY TAKEAWAY
Heritage can be a powerful driver of premium appeal when expressed with clarity and relevance. Henkell shows how using authentic brand history can lift a product, enrich its story and build stronger emotional connection at the point of purchase.
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.
