Milk New Zealand was a finalist in The New Zealand Exporter of the Year Awards 2017 (large scale category) and produces world-class premium 100% New Zealand milk and nutritional products targeting primarily the Chinese and Asian markets.
Our brief was a comprehensive packaging refresh using their existing Theland logo. Our strategic process uncovered key brand drivers for the Asian markets - especially the New Zealand Provenance, Grass-Fed and Free-Range Cows.
The new packaging design translates the strategic design into powerful and ownable equity – including the cloud illustrated New Zealand Map, crafted Koru typography and Cow Hide map – that is thoughtfully and skillfully referenced in all aspects of the design, particularly in reinforcing Theland's New Zealand Farm provenance.
The resulting packaging design is not only premium and desirable but also from a lifestyle perspective, embodies a bold, fresh and aspirational aesthetic that provides trust and credibility of the source.
The design direction has been rolled out to Aged Care Nutritionals, Tetrapak UHT Milk and Fresh Milk.