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
Introducing NEW Bird & Barrow Free Range, 100% Antibiotic Free Chicken.
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.
We developed a brand platform to communicate what makes Bird & Barrow 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.
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!
Look out for Bird & Barrow at your local supermarket or butchers and find out more about their story here www.birdandbarrow.co.nz
PROJECT OUTPUT
Brand strategy, naming, packaging, website, communications, livery.
MONTANA NEW ZEALAND COLLECTION
Pernod Ricard identified a commercial need to launch a new product into the Montana wine offering at the super premium price tier.
Our brief was to capture quintessential Kiwi brand Montana’s brand essence ‘Genuinely sharing wine since 1934’.
As New Zealand has such a rich history, capturing this in just one design was proving to be a challenge, so we created 20 individual illustrations of our unique Kiwi heritage – nostalgia but in a modern way, with an eccentric twist to make up ‘The New Zealand Collection’.
The illustrations represented easy to recognise Kiwiana icons, with each varietal having their own charming, tongue in cheek flavour cues to connect the consumers to their favourite wine – a farmer leaning on a lime for the Crisp and Zingy Sauvignon Blanc, a shot putter throwing a giant cherry for the Pinot Noir.
It’s an iconic range that showcases the unique, inventive and most cherished parts of our culture – what makes us, us!
PROJECT OUTPUT
Naming, brand positioning, packaging, illustration.
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
TIP TOP BAKERY
Tip Top is the largest brand within the bread aisle. The existing family was made up of 36 SKUs and was fragmented, with confusing message hierarchies and inconsistent naming conventions. Our task was to create more cut through at shelf and make the range easier to shop by having a portfolio architecture that makes sense to the target and felt like a family.
The vision was to encourage New Zealanders to rediscover their love of quality bread, redefining the role of bakery in their lives with renewed relevancy for modern Kiwi families. Extensive research found red was an ownable and recognisable brand asset, and had strong presence on shelf. The brand positioning ‘The bread with the love baked in’ was to be brought to life on pack.
Revised architecture moving from a sub brand model to an occasion model, reflecting how people shopped in the category. Consolidation of design and messaging across the overall category. Refinement of the ‘heart’ graphic, to bring the positioning to the forefront.
One SKU (Goodness Grains) was in danger of being deleted. It is now being 90% recommended by consumers. Sales have increased significantly across the category.
PROJECT OUTPUT
Brand mark, packaging, POS, brand style guide, exhibition, corporate communications.
Before
TEGAL
Once renowned for its bright blue colour and big red T, Tegel had become a brand of many different looks across both packaging and the brand mark itself. Our job was to strengthen the logo and redefine the Tegel blue – an intrinsic characteristic that we couldn’t shy away from.
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
WASTE-NOT KITCHEN
Every year, Kiwis send over 123,000 tonnes of food to landfill that could have been eaten. Waste-Not Kitchen has been set up to repurpose good meat waste from Farro Fresh that would have been sent to landfill, in to nutritious soups, providing meals for those in need by using a ‘buy one, give one’ approach. By buying one Waste-Not Kitchen soup, they donate one to families in need in our local community. Their overall mission is to achieve zero meat wastage in New Zealand, by re-purposing surplus meat to nourish the lives of those in need.
We worked with Waste-Not Kitchen to develop their brand and packaging, and created these charming little character illustrations for their flavours. In just 2 weeks, Waste-Not Kitchen had already gifted over 200 soups to those in need, and saved good meat going to landfill.
Good for you. Good for the community. Good for the planet.
PROJECT OUTPUT
Brand identity, logo design, packaging, illustration.
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.
MAKERS ANONYMOUS
Makers Anonymous, an innovative new wine brand by Pernod Ricard with a unique proposition to grow the premium wine segment. The brand was to go beyond the expected category wine credentials and more so than any other brand in the Pernod Ricard portfolio.
We developed a brand and packaging that was inspired by those moments when everything just comes together beautifully. Makers Anonymous is a collision of something expected with the unexpected. Glamorous rebellion.
Printed directly to the bottle, the variants are bold and simple allowing the colour of the wine to shine through. Overprinted with gold metallic graffiti style type, defacing the classic wine bottle with a gold metallic ensures the graffiti concept is seen as glamorous and playful. The expected with the unexpected. For the packaging and collateral, we created the bespoke typeface ‘Rebellious’, designed in collaboration with Dave Foster.
PROJECT OUTPUT
Branding, naming, packaging design, typeface.
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.
