PASK WINERY
Pask Winery wanted their brand to be a truer reflection of who they were and the wines they made. The design had to be understated and elegant, a reflection of Kate Radburnd’s wine making style.
The Pask crest is divided into four segments and represents the most important elements of the winery – P W (their initials/legacy) and the stones of the Gimblett Gravels which they consider to be the jewel in their crown, since they are the only winery to solely produce all their wine from grapes grown there.
While the designs appear understated, detailing is brought through with subtle textural embellishments. A nod to the wines themselves.
PROJECT OUTPUT
Brand mark, packaging, presentations, event material, digital, advertising.
Before
ZEELANDT BREWERY
This Hawke’s Bay craft brewery had a reputation for making good beer but their packaging didn’t match their reputation. The clothing was not an indication of the man beneath. The brief from Chris at Zeelandt was to create a look which reflected the ‘true to style’ story of each brew and say ‘pick me up and buy me’.
We developed a story for each brew which inspired the imagery. The consistent woodcut style enabled us to tie together a diverse range of images into a cohesive range. With small independents, budget is always a big consideration, so we were constantly looking at ways to extend and reuse the illustrative assets.
PROJECT OUTPUT
Brand story, brand mark, brand architecture, packaging, illustration, stationery, livery, apparel, beer taps, trade marketing, in-store POS.
Before
VIETROSE
Since 2008, Vietrose has been bringing something new to the table for food buyers all over the world. Young, innovative and curious, their strength comes from their passion to develop and produce interesting and innovative products, in spec and on time for food buyers around the world.
We tell the company’s story and vision through an arresting corporate profile that is brought to life through compelling imagery and words that capture their passion, precision and food innovation.
PROJECT OUTPUT
Brand identity, profile, website, collateral, uniforms, office interior, livery.
SERVICE FOODS
Service Foods had a very simple brief. ‘We want people to become more emotionally engaged with our brand and to understand how flexible and innovative our company truly is’. The kernel of everything we delivered lies in a simple thought: ‘Behind Every Great Chef’. This four word line encapsulates everything that Service Foods has been about to date and will be about in the future.
To truly get ‘behind every great chef’, you need to be supplying them the best – provenance, diversity and exceptional quality at pace. We did this through story telling. We told the stories of the people in the business, the fishermen, the farmers, the beekeepers and the cheese makers. We showed them in their work, captured their care and craft on camera and introduced Service Foods as the catalyst that brings them all together so restaurants across the country can serve the quality and diversity that has made our country one of the most famous in the world.
PROJECT OUTPUT
Corporate profile, video, website.
ANCHOR NUTRITIONAL
The task was to develop a messaging platform for Anchor across the Pacific. The platform would form the basis of all communication over the next three years. It needed to communicate the benefits of Anchor’s everyday goodness, through to more complex nutritional messages. The challenge was creating a campaign and messaging that would work across diverse markets, from the sophistication of a French food market in New Caledonia to rural areas in Papua New Guinea, with varying degrees of dairy knowledge.
In depth research was conducted across the markets, and the most single compelling messaging that would work across the markets was DAIRY PRODUCTS HELP KIDS GROW STRONG. We also discovered that aspirational nutrition is powerful – stronger, fitter & healthy. This became our creative platform to build on.
Although milk is the core of our offer in the Pacific. Anchor is more than milk. Yet everything we create comes from the simple goodness of this pure source. Anchor is… made from the goodness of milk. Emotive imagery, simple illustrations and statements were developed to bring this to life across many touchpoints.
PROJECT OUTPUT
Outdoor and instore advertising, POS, school initiatives, gift with purchase, mobile events, video.
CHURCH ROAD SINGLE VINEYARD
Church Road Winery were introducing a new range to their portfolio to showcase the quality and winemaking credentials of the Hawkes Bay and Church Road team, led by Chris Scott. The range was to be a premium offer, positioned between their Grand Reserve Range and Tom.
Our design was built on the essence of simplicity being the ultimate in sophistication. Taking the traditional and contemporary aspects of Church Road, we created a label to reflect the single source of this super premium wine. The distinct shaped label created a strong visual difference to competitor brands and gave an elevated point of difference within the Church Road portfolio, it’s recognised at a glance and visually owns the space.
PROJECT OUTPUT
Packaging.
CHURCH ROAD 120 YEARS
2018 marked Church Road Winery’s 120th anniversary, and what better way to celebrate this milestone than with a limited edition bottle wrap, showcasing their unique history.
When you’ve experienced 120 birthdays, there are undoubtedly many stories to tell. Tom McDonald, widely revered as the father of French winemaking in New Zealand is the central character in our story. It was Tom’s vision and entrepreneurial spirit that transported the winery, established in 1897 into the modern era, bringing Church Road to today to celebrate 120 years of heritage.
We took this opportunity to use the bottle wrap to tell the many unique stories that have happened in Tom’s life at Church Road.
5 images were selected that captured fleeting moments from the past. They tell a part of the story across 5 varietals in the McDonald Series of wines, a series that is a salute to the legacy of Tom McDonald.
PROJECT OUTPUT
Packaging.
MUNCH’N
A clear, yet challenging brief for Munch’n – ‘Create a brand using just one word that can be used across a portfolio of berry products exported globally (primarily to Asia)’. The primary vehicle for the brand was small fruit punnets where the visibility of the actual berries was vital, so the brand had to be extremely noticeable in a small space but not so dominant that the product was hidden.
Munch’n man was initially sold in as a rough visual but we immediately saw the potential for the loosely drawn character. The challenge was making such a simple character visually engaging while ensuring the packaging delivered in-store. Luckily no one else was doing anything remotely similar and soon after launch consumers started taking playful snaps of themselves interacting with the packaging just because they liked it.
PROJECT OUTPUT
Naming, brand mark, illustration, packaging, stationery, in-store activation, social media, animations.
NATIONAL PARTY
We were approached by the National Party to refresh their dated identity, with a simple mandate to keep the ‘N’ and the colour blue. The identity was then to be handed over to their greater team and electorates to implement. One of our key insights was the southern cross stars were lost within the mark and was there an opportunity to make them play a larger role within the identity.
Our solution was creating an iconic ‘N’, which was bold and confident, one that would have good stand-out on both large and small scale touch points. This then gave us the opportunity to integrate imagery within the mark and humanise the brand. The logo mark was supported by a flexible suite of brand assets that reflected a bright and confident direction for the party.
PROJECT OUTPUT
Brand identity, brand guidelines.
Before
SERVICE FOODS BRAND IDENTITY
Service Foods are New Zealand’s largest privately owned and operated food service distribution businesses.They directly import over 4000 products from over 20 countries and supplement this with 8000 locally produced products.
They have their own growers, butchery, fishery and bakery, however much of their market were unaware of their full offer. We wanted to tell their story through an identity that visually showed and described their hand-picked sourcing carefully delivered to their clients.
Through the design process we identified that their brand image of the chef was communicating the wrong thing to their customers, rather than being a supplier of quality produce they looked like a catering company. This insight was the foundation of the creative direction.
PROJECT OUTPUT
Brand identity, vehicle livery, advertising, stationery, events, trade marketing, printed communications.
Before
