CHALLENGE

Tip Top is the largest brand in New Zealand’s bread aisle, but its 36-SKU portfolio had become fragmented and inconsistent. Confusing naming conventions, unclear message hierarchies and a lack of visual cohesion made it difficult for shoppers to navigate. The challenge was to unify the range under one clear system that reflected how consumers actually shop, while reigniting love for the brand and reaffirming Tip Top’s place at the heart of Kiwi homes.

APPROACH

Through extensive research and strategic review, we simplified the brand’s architecture by moving from a complex sub-brand model to an occasion-based structure that aligned with modern shopping behaviour. The redesign consolidated messaging, refined the heart device and leveraged Tip Top’s signature red as an ownable brand asset for strong shelf standout. The positioning “The bread with the love baked in” became the foundation for a warmer, more human identity that celebrates quality and everyday goodness.

RESULT

The refreshed portfolio created clarity, cohesion and stronger recognition across all ranges. The new system made the bread aisle easier to navigate and re-established Tip Top as the trusted, loveable choice for New Zealand families. Sales lifted significantly across the category, and the previously underperforming Goodness Grains SKU saw a remarkable turnaround, now recommended by 90% of consumers.

KEY TAKEAWAY

Even the biggest brands need structure and heart to stay relevant. By unifying the Tip Top range and strengthening its emotional connection, we helped New Zealand’s best-known bakery brand rediscover its warmth, confidence and shelf dominance.

 

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