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.
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
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
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
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
Arcadia Park is a development of 10 architecturally designed town-houses in the heart of Epsom by awarded architects Leuschke Group who are one of New Zealand’s leading architectural practices.
We partnered with Arcadia Developments to develop Arcadia Park brand identity and marketing collateral to help promote and sell their family of town houses and bring the potential of the development to life. The symmetry and strength of the A is an integral part of the brands identity which is founded on the principle of creating beautiful high quality family homes.
PROJECT OUTPUT
Branding, collateral, communications.
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
BIRD & BARROW
Previously known as George and Jo’s, consumer research told us there is a mistrust with the brand, as ‘George’ and ‘Jo’, and their illustrative representations on pack were fictional characters, created to represent the collective of farmers that raised the chickens. However consumers were suspicious that if they were made up, then why should they trust the claims of being 100% antibiotic free and free range?
So we developed a brand platform and new name for the brand ‘Bird & Barrow Free Range, 100% Antibiotic Free Chicken’, to communicate what makes this chicken special, and at the heart of everything was their hardworking farmers, their respect for the environment and genuine care that produces chicken you and you family can trust.
Like you, we care about the food we eat. We like to know where it comes from and how it’s been treated from farm to fork. Bird & Barrow farmers’ commitment to a higher level of care, is how they bring you truly good Free Range Plus 100% Antibiotic Free chicken.
In a sea of green on the supermarket shelf, the distinctive blue packaging, with charming illustrations bring to life the story of the high standards of care, control, protection and freedom which enables these chickens to be antibiotic free. Right down to the radio that is played to keep them entertained!
PROJECT OUTPUT
Brand strategy, naming, packaging, website, communications, livery.
Before
CULLEY’S HOT SAUCE
Culley’s started off selling home-grown, home-made sauces in farmer’s markets back in 2010, and has since then achieved phenomenal success with a range of products in supermarkets, restaurants and specialty food stores throughout New Zealand and overseas. While the growth was great for the business, it meant that there wasn’t time to take stock, and develop a strategic vision and brand strategy for the company and product range.
We developed a brand essence for their core chilli sauce range around ‘flavour, fire, flair’. Their maverick and bold approach to making sauces was brought to life on pack through bespoke illustrations for each of the products, giving the range exceptional shelf standout, and a bottle any chilli head would be proud to put on their table.
PROJECT OUTPUT
Brand strategy, brand identity, packaging.
Before
TEGEL — 2015 Repositioning
Note : this case-study was created in 2015/16, it has now changed to a different look under new management.
Tegel had been an iconic NZ brand with more than 30 sub-branded product offerings across four very different grocery categories; Fresh, Frozen, Packaged Deli and Hot Cooked.
Brand strength had been significantly eroded by unstructured product development resulting in sku proliferation and inconsistent design across each sub-brand. Tegel was losing share of mind, market share, shelf space and value to competitor offers at both the premium Free range and Private Label value ends of the market across the store.
Late 2015 we embarked on a repositioning of the brand. The brief was to establish a strong consistent impression across the store that recognised but contemporised Tegel’s brand heritage. Create a clear sub-brand structure and hierarchy and deliver key shopper cues specific to each Category. Ensure stand out and ease of shopping across each Category’s very different point of purchase formats. Establish a clear premium to value hierarchy of each range within the category. Communicate critical provenance and animal welfare assurances. Inform usage and create stand-out appetite appeal.
We re-ignited Tegel’s brand by giving it a heart and soul, through a dynamic family look that could stretch across 240+ SKUs nationally as well as an extensive export portfolio. The design needed enough flexibility that it could target different need states across every category.
PROJECT OUTPUT
Brand identity, packaging, trade material, events, brand guidelines, corporate stationery.
Before
ST CUTHBERT’S
In 2018, St Cuthbert’s evolved their brand strategy, based around a brand essence of ‘Making Girls Amazing’. We worked with the school to update their visual identity and bring this to life through various key touchpoints, including their website, Open Day collateral, and their flagship publication, the 2019 Prospectus.
PROJECT OUTPUT
Visual identity, prospectus, website, E-newsletter, marketing communications, merchandise.
