BRAND STRATEGY
SPECIALISTS IN SYDNEY

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At Tried&True, we work best by working with our clients collaboratively – before we even think about the end result, we can work with you on that big idea – bigger than packaging or the brochure – the story that can extend across every touchpoint.

We believe you can only create a meaningful and true expression of a brand if you have done some core thinking around it. That’s what we do : design with a difference.

BRAND
STRATEGY

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Brand Strategy is all about understanding where your brand stands and where it needs to go. At Tried&True Design, we dive into market research, competitor analysis, and consumer insights to create a clear and actionable plan. This strategy helps align your business goals with what your audience wants, ensuring your brand grows in the right direction. It’s about setting the foundation for your brand’s success in the market.

BRAND
DEVELOPMENT

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Brand Development takes your brand from concept to reality. Our team at Tried&True Design works with you to shape your brand’s voice, messaging, and story. This process ensures every piece of communication reflects your brand’s core values and vision. Whether you’re a startup or an established business, our goal is to build a strong, cohesive brand that resonates with your audience and fosters loyalty.

BRAND &
VISUAL IDENTITY

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Brand and Visual Identity is about creating a visual language that represents your brand. This includes designing logos, choosing typography, and developing colour schemes. At Tried&True Design, we translate your brand’s essence into visuals that are both appealing and meaningful. This visual identity helps your brand stand out and communicate effectively with your audience, making a lasting impression.

BRAND
ACTIVATION

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Visual Activation brings your brand’s visual elements to life across various platforms. At Tried&True, we focus on creating engaging content for social media, digital advertising, out of home, in-store activations and much more. Our aim is to ensure your visual communications are not only consistent but also compelling, capturing attention and driving engagement. It’s about making your brand visually dynamic and active in the market.

Visual Activation Services at Tried&True include :
—  Packaging
—  Marketing Communications
—  Logos
—  Out of home advertising
—  Print Advertising
—  Social Media Assets
—  Event and Exhibition Design
—  Signage and Wayfinding
—  Annual Reports

Kingmakers Racehorse syndication is a conservative world. We gave this one the identity of a genuinely modern, elevated offer. Medical Technology Association NZ A dated identity was holding back one of New Zealand's most vital health organisations. We rebuilt it from the ground up. The New Zealand National Party A political identity that had grown static and corporate. We modernised it without losing what made it recognisable. Blueprint Global A global logistics business that looked like a generic freight company. We gave it a brand as intelligent as its operation. Junior Tri-Nations Indoor Netball 2024 New Zealand hosting an international youth tournament needed an identity with real energy. We delivered one bold enough to match the athletes. Good Feeding A science-backed nutrition programme needed a brand parents and health professionals would trust. We named it, shaped it and opened the door to global expansion. Nikko AM NZ Investment Scheme Climate Report One of the world's largest investment companies needed its climate report to go beyond compliance. We turned complex data into a compelling story of leadership. GoalsGetter One of the world's largest investment companies wanted everyday Kiwis to feel like investing was made for them. We built the brand from scratch — name, strategy, identity and made it feel possible. Blackbird Finance A progressive vehicle lender with a dated brand. We gave Blackbird the confident, distinctive presence its offer deserved. Florescent Gin A gin that turns pink when you add tonic needed packaging as theatrical as the trick. We named it, illustrated it, and made the bottle tell the story. Mansons Culley’s Gift Box A construction company's Christmas gift, built entirely from their own world. Four sauces named after trade terms, a steel tray, one memorable gift. Anchor Milk Portfolio Six enriched milk variants, no unifying system. We built the architecture and messaging hierarchy that finally made the range make sense. M by Montana Montana needed a sub-brand that felt premium without losing its spirit. We refined the identity into something more considered and distinct. Henkell Freixenet Global sparkling wine portfolio, diverse markets. We created packaging that lifted quality perception across the range. United Fisheries A business with genuine purpose had no way to express it. The Sea Believers platform unified them inside and out. Kāpiti Gift Boxes Kāpiti's premium credentials, applied to gifting. We created packaging that made every box feel like an occasion. Anchor Protein+ Protein yoghurt didn't feel tasty. We redesigned the range to lead with flavour — and won Silver at the Transform Awards. Moana A Hawke's Bay winery with global ambitions but packaging that couldn't carry them. We built a three-tier identity rooted in land, sea and Māori mythology. Kāpiti Premium dairy credentials, new category. We created packaging bold enough to own the chiller aisle — and won Gold at the Transform Awards. Anchor Branding One of NZ's most trusted dairy brands had lost its emotional clarity. We built the masterbrand system that brought it back. United Fisheries Brands Three new food brands created from scratch for Costco. Each with its own culture, energy and instant shelf appeal. Fresh’n Fruity Indulge & Greek A beloved Kiwi yoghurt being outpaced by premiumisation. We stretched it into two new spaces without losing what made it Fresh'n Fruity. Montana NZ Collection Twenty individual Kiwiana illustrations, one super-premium wine range. An iconic expression of New Zealand culture at the top of the shelf. Arcadia Ten architecturally designed Epsom townhouses needed a brand as considered as the buildings. We built one that sold the vision before construction was complete. Bird & Barrow A free-range brand built on a fictional story had lost consumer trust. We rebuilt it around the real farmers — and won Gold. Brand Marks A logo is the most distilled expression of a brand — one mark that has to carry meaning, stand out and endure. This is a selection of identities we've built across industries: each one grounded in strategy, refined into form, and designed to do real work in the world. Culley’s Hot Sauce A farmers' market brand gone global, with personality bigger than its packaging. We gave Culley's the identity to match. Waste-Not Kitchen Surplus meat turned into soup, with every purchase donating another to a family in need. We built a brand as warm and purposeful as the idea behind it. Service Foods New Zealand's largest private food distributor kept being mistaken for a catering company. We reframed the brand around provenance — farm to delivery. Vietrose A fast-growing Vietnamese food manufacturer exporting globally but looking local. We built a world-class identity from the ground up. Makers Anonymous Pernod Ricard wanted a wine that broke every category rule. We built the identity — and a bespoke typeface called Rebellious — to prove it. Tegel Eleven logo versions, 240+ SKUs, 8 months, no coherent system. We rebuilt the identity and restored Tegel's authority as New Zealand's market-leading poultry brand. Church Road 120 Years A 120th anniversary deserved more than a commemorative label. We told Tom McDonald's story across five bottles, with a wax seal commissioned from the UK. Tip Top Bakery 36 SKUs fragmenting into irrelevance. We rebuilt the range architecture, strengthened the hero red, and lifted sales significantly across the category. St Cuthbert’s A great school with a new brand essence — Making Girls Amazing — and an identity that couldn't carry it. We gave it one that could. Church Road Single Vineyard A new premium tier for Church Road, positioned between Grand Reserve and Tom. Built on the idea that simplicity is the ultimate sophistication. Anchor Export Nutritional One message platform for Anchor across the entire Pacific — from New Caledonia to PNG. We found the universal truth: dairy helps kids grow strong. Munch’n A premium berry brand for global export, built to work across kiwiberries, blueberries, cherries and strawberries — bold enough to create loyalty in a category that doesn't usually have it. Church Road Gwen A poem Tom McDonald wrote to his wife Gwen became the entire design. A silhouette, restrained typography, copper foil — and a rosé that recruited new consumers to the brand. Sugartree Lane A new CBD-fringe retail precinct needed a name and identity that could attract tenants before it was even finished. We gave it both. Zeelandt Brewery Great beer, packaging that didn't match it. We wrote a story for every brew and built a woodcut illustration world that made Zeelandt unmistakable. Anchor Flavoured Milk Fourteen global markets, different languages and cultures. We created pack characters that communicated Taste, Energy and Strength without words. Kirk Group A pre-press business operating across four countries looked like four different companies. We made them look like one world-class operation. Pask Winery One of Hawke's Bay's most respected wineries needed a brand presence as considered as its winemaking. We delivered across packaging, events, digital and advertising. General Capital & General Finance Two NZX-linked financial businesses, one fragmented presence. We unified them under a single, distinctly New Zealand identity. Number Worx A specialist finance business needed a name and identity that commanded immediate respect. We built it from scratch. Deutz New Zealand's leading méthode traditionnelle needed modernising without losing loyal shoppers in the transition. We evolved it — premium finishes, stronger mark, same confidence. Woodstock A bourbon with genuine Kentucky heritage that kept having to repeat the word "Kentucky" because no one believed it. We replaced overstatement with craft. Mosin Fresh Extraordinary coffee from the mountains of PNG — with a brand that didn't come close to doing it justice. We created illustrated packaging that made it giftable and collectable.