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 EXPORT 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
Strategy, Packaging, Comms
Featured on DesignRush
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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.
MOSIN FRESH
Moisin Fresh is a liquid coffee concentrate from Papua New Guinea. Our task was to develop a new brand identity and packaging that showed off this exotic paradise. There was no shortage of rich inspiration from the local environment, the amazing wild life, stunning fauna and some of the best organic coffee in the world. Every care was taken with the illustrations, type & printing to create a piece of art that captured the beauty of this product and place.
PROJECT OUTPUT
Brand identity, packaging, illustrations.
