Archives: Portfolio items

Description

Kāpiti Gift Boxes

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.

Anchor Milk Portfolio

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

Henkell Freixenet

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.

Fresh’n Fruity Indulge & Greek

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.

M by Montana

CHALLENGE

Montana, a name deeply familiar to New Zealanders for over 40 years, sought to introduce a new pinnacle tier that felt both premium and genuinely connected to its heritage. The ambition was to create a modern, confident expression of New Zealand terroir while ensuring the new range felt unmistakably part of the Montana family.

APPROACH

We began by revisiting the original Montana crest – In vino felicitas et caritas, and reinterpreting it for a contemporary audience. This became the anchor for a fresh visual identity that balanced heritage with modernity. The label was built around a bold, regal blue set against a classic black backdrop, delivering a sense of authority and quiet luxury. The design cues were carefully chosen to communicate a step up in craftsmanship without losing the warmth and familiarity that Montana is known for.

RESULT

M by Montana entered the market as a clearly defined premium range with a more distinctive and elevated presence. The interplay of heritage elements and modern design created a cohesive story that broadened appeal and reinforced Montana’s credentials at the upper tier of the category.

KEY TAKEAWAY

Premiumisation is most effective when it builds on what people already trust. M by Montana shows how reinterpreting heritage through a modern lens can create a confident, elevated offer that feels both new and authentically connected to the brand’s legacy.

Anchor Branding

CHALLENGE

Anchor is a Kiwi classic, part of New Zealand homes, fridges, pantries and tables since its beginnings in the Waikato in 1886. Yet in recent years the brand had lost clarity. Disparate communication, combined with a functional push toward nutrition and performance, created a tone that lacked warmth, humanity and accessibility. Consumers continued to associate Anchor with trust and familiarity, but the brand no longer stood for anything exceptional. Its story had become fragmented, and its emotional power was fading.

APPROACH

Our task was to develop a masterbrand system that could reconnect Anchor with New Zealanders in a deeper and more meaningful way. The goal was to give the brand a clear, ownable narrative device that could unify every message and make Anchor instantly identifiable, no matter the context.

Drawing on the brand platform The natural home of dairy, we created a signature milkflow device to house the logo and tagline. This flowing, organic form expresses the natural simplicity of milk while bringing softness, warmth and inclusivity back to the brand. It acts as a visual anchor across all communications, ensuring that every story, whether about people, products or moments of home life, feels unmistakably part of the Anchor world. The system reinforced a sense of ease, care, vitality and belonging, qualities that sit at the heart of the brand.

We rolled the design system out across the entire vehicle fleet, outdoor and press advertising and social media. It has also been adopted by Anchor teams throughout the Pacific markets, creating consistency and recognisability across regions.

RESULT

The new masterbrand identity restored emotional clarity and cohesion to Anchor, transforming scattered communication into a unified brand experience. The milkflow device provides an instantly recognisable frame that supports everything from storytelling to functional messaging, helping Anchor reconnect with consumers through warmth, trust and everyday relevance.

KEY TAKEAWAY

When a brand with deep heritage re-centres around a simple, emotionally resonant story, recognition and meaning return quickly. The Anchor masterbrand system shows how a single, ownable visual device can unify communication, rebuild connection and bring a classic New Zealand brand back to the heart of home life.

Florescent Gin

CHALLENGE

The brief was to create packaging for a colour changing gin that shifted from clear to pink when tonic was added. The challenge lay not only in naming and positioning the product, but in developing a design that visually expressed the transformation while remaining technically achievable on glass. The packaging needed to feel vibrant, modern and connected to the botanicals that drive the colour change.

APPROACH

We created the name Florescent, a blend of colour and flora, capturing both the bright personality of the gin and the botanical cues behind it. The design centred on a screen printed front label that allowed consumers to peer through the artwork to reveal a vivid pink hibiscus flower on the back. This bloom represents the botanical catalyst responsible for the colour shift. The technical complexity was significant. The precision required for perfect alignment between the front screen print and the reverse artwork demanded high accuracy, multiple test runs and close collaboration with production partners Savour Glass. Colour density, opacity and bottle curvature all had to be carefully managed to ensure the flower appeared crisp and luminous through the liquid.

RESULT

The final design created a striking visual effect that amplified the theatre of the colour changing gin. The layered front and reverse printing produced a sense of depth and discovery, while the hibiscus became a distinctive focal point. Despite the technical challenges, the solution delivered clarity, vibrancy and a strong expression of the product’s personality..

KEY TAKEAWAY

Bold ideas often require technical bravery. Florescent Gin shows how thoughtful naming, layered storytelling and precise print craft can elevate a product, turning a functional colour change into a compelling and immersive brand experience.

United Fisheries

CHALLENGE

United Fisheries wanted to refresh their brand to better reflect their deep connection to the sea and the authenticity of their operations. Despite decades of experience and a strong reputation in seafood, the brand wasn’t telling the full story – the respect for the ocean, the dedication of the people behind it, or the provenance of their New Zealand catch. The challenge was to create a positioning and identity that celebrated these truths while giving the business a stronger, more meaningful foundation for growth.

APPROACH

Through a collaborative process, we developed the Sea Believers positioning. An idea that captures United Fisheries’ belief in the ocean, its bounty and the responsibility to protect it. This positioning became the cornerstone of the refreshed brand. The new wordmark, hooked and lifted from the water, visually tells the story of freshly caught fish and connects the identity to the rugged, remote coastal environments of Aotearoa. Every design decision reinforced the company’s purpose, blending authenticity with modernity to create a brand that feels both grounded and aspirational.

RESULT

The refreshed identity repositioned United Fisheries as an industry leader with a clear and inspiring story. Sea Believers became more than a brand platform, it united the company internally and externally around a shared belief system, giving every touchpoint from packaging to livery a sense of pride, place and purpose.

KEY TAKEAWAY

Great brands are built on belief. For United Fisheries, Sea Believers expressed not just what they do, but why they do it – turning a trusted seafood company into a brand that honours the ocean, celebrates craftsmanship and builds enduring trust.

www.unitedfisheries.co.nz

Before

Good Feeding

CHALLENGE

Good Feeding set out to tackle a defining health issue of our time : rising childhood obesity and the long-term influence of early taste formation. Parents often face a confusing feeding landscape, especially when babies may give up to ten “yucks” before a single “yum”. With mothers milk’s natural sweetness shaping early expectations, many baby foods rely heavily on apple, reinforcing sugary preferences that can persist for life. Good Feeding wanted to break this cycle by helping parents introduce real flavours, diverse ingredients and healthier habits from the very beginning.

The Go Well programme delivered weekly meals supported by an ecosystem of nutritionists, scientists, paediatricians, analysts, growers and farmers, backed by 24/7 help. The science behind the meals was genuinely innovative. Advanced processing allowed food to retain far more natural goodness than you could achieve at home, resulting in bright, nutrient-rich meals. Importantly, the programme adapted to each child. If a baby struggled with a particular week of flavours, Good Feeding could repeat it to help the child gain confidence at their own pace. The challenge was to build a brand capable of expressing this depth of science and care with clarity, warmth and modernity in a category full of predictable tropes.

APPROACH

We shaped a strategic platform around the belief that good feeding builds good living. This informed the name Good Feeding, positioning the brand as a guide grounded in both science and empathy. Parents were framed as central participants in a wider support ecosystem, strengthened by the weekly delivery rhythm. The visual identity brought these ideas to life through a continuous sprout–spoon symbol, representing growth, nourishment and the loop between expert insight, natural ingredients and daily routines.

The design system championed honesty. Colours referenced real foods rather than pastels, and photography highlighted the vibrancy made possible by the advanced cooking technology. The tone of voice explained the feeding journey clearly, from why babies resist new flavours to how repeated exposure reshapes taste buds. We reinforced the programme’s flexibility, showing how repeating a week supported natural progression rather than forcing pace. The result was a brand expression that felt modern, informed and deeply attuned to parents’ realities.

RESULT

The refreshed brand distinguished Good Feeding from sweetness-driven and sentimental competitors, offering a grounded, intelligent and supportive approach. Parents responded strongly to the clarity of the programme, the practicality of weekly delivery and the reassurance of being able to repeat flavour stages when needed. Healthcare professionals valued the scientific foundation, the nutritional integrity of the meals and the alignment with child development.

The United States pilot saw strong engagement, with families and professionals noting both the quality of the meals and the confidence created by the ecosystem behind them. This momentum has positioned Good Feeding for international expansion, supported by a proven model integrating science, behaviour and parental support.

KEY TAKEAWAY

Good Feeding shows how purpose, evidence and empathy can reshape early feeding. By addressing sweetness dependency, normalising repeated exposure and using technology to preserve natural nutrition, the programme offers a healthier, more realistic way to build lifelong habits. The weekly delivery model, adaptive repeat-week support and round-the-clock guidance place parents at the centre of a connected ecosystem, driving meaningful impact from the very first spoonful.

Kāpiti

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.