Milk New Zealand
Milk New Zealand was a finalist in The New Zealand Exporter of the Year Awards 2017 - in the large scale category, and produces world-class premium 100% New Zealand milk and nutritional products targeting primarliy the Chinese and Asian markets.
Our brief was a comprenhensive packaging refresh with one condition - we use the existing Theland brand logo. Our strategic process uncovered key brand drivers for the Asian markets - New Zealand Provenance, and Grass Fed - Free Range Cows. We carefully crafted brand iconography and brand visuals to differentiate the packaging and created our "land of the long white cloud" visual - a strong trademarkable visual brand identifier for Theland.
Our crafted typography reinforced the New Zealand provenance with koru like curls and clearly highlighted it was "farm" derived from free ranging cows - again reinforced by the photographic on pack visuals. And look at the cow hide for more "kiwi" references - spot the map?
The design has been rolled out to Aged Care Nutitionals, Tetrapak UHT Milk and Fresh Milk.
What we did: Packaging Brand Hierarchy, Brand Iconography, Packaging Design