Anchor Branding


ANCHOR is a Kiwi Classic. It’s been a welcome part of our country’s homes, fridges, pantries and tables since it was first produced in the Waikato with a little good old dairy know-how and ingenuity back in 1886.

However over the past few years, the brand has lost clarity due to disparate communication and most recently a focus on nutrition and performance that lacked warmth, humanity and accessibility. Consumers associate Anchor with trust, familiarity, but the brand wasn’t standing for anything exceptional and was losing power in the mind.

Our brief was to develop a Masterbrand design system to help re-connect with New Zealanders on a deeper emotional with a clear, ownable and emotional story to tell that has a cohesive way of connecting all the Anchor supporting stories together.

Based on the brand platform ‘the natural home of dairy, we developed an instantly recognisable ‘milkflow’ device to house the logo and tagline, to be used across all communications.

No matter what the imagery or messaging was, there would be no doubt in the consumers mind we are telling the Anchor story and how important it is in the home life of Kiwis, and feel natural, kind, vital and inclusive.

We have now implemented the system across the full vehicle fleet, outdoor and press advertising and social media, nationwide and through the Pacific markets.


Master brand system, brand guidelines.