2022 Transform Awards
Best Brand Evolution (Consumer)
Silver Winner

“Challenge, strategy and results were clearly delivered.”

— 2022 Transform Awards judging comments

ANCHOR PROTEIN+

Introducing the fresh new look for Anchor Protein+. With a growing consumer demand for protein products, we were briefed to design new packaging to overcome perceptions that protein yoghurt wasn’t tasty, yet still communicate the benefits of protein in a distinctive and relevant way. We developed a ‘circle of flavour’ device to work across all products, helping shoppers navigate across the range and as a key visual device on advertising. This Greek style yoghurt is creamy, delicious and full of flavour. Protein+, Delicious fuel for life.

PROJECT OUTPUT

Brand identity, packaging, advertising.

Before

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

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

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

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.