I truly regret to leave this project uncompleted as I am leaving New Zealand. Origin is a brand developed for the European discerning food service industry, guaranteeing premium lamb and beef with a strong sense of origin and location. As the trend at the premium end of the restaurant industry is leaning towards unique locations with strong stories, Origin lends a raw sense of poetry, all done on sustainable, unbleached materials, that can be re-told on the restaurant menues. New Zealand was the first country in the world to export chilled meat to Europe, making Origin an even more fitting brand name for a raw and beautiful product. Read more…
A satellite internet service provider wanted to offer a new retail suite of products at a very competitive price. We named, branded and advertised. The brand became a big success, as everyone fell in love with the imagery that felt so foreign, yet so right-at-home in new Zealand.
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Christchurch’s city council introduced a new rubbish and recycling scheme to further reduce landfill trash and encourage recycling. Eventually, the city aims to achieve a virtual zero percent waste standard. Introducing a 3-bin system provided a challenge for many households both from a logistic as well as educational angle. Our aim was to establish a second-nature-behavior towards sorting the trash the correct way. Being very clear and directive about the use of the bins facilitated the educational element, and using interactive social-marketing tactics aimed at establishing a personal connection and sense of ownership towards the program.
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AMI Insurance , the principal sponsor of the Canterbury Rugby team is given a 5-minute slot during each half-time game to run a brand-promotion activity. My brief was to create a competition that was appropriate for the happy-go-lucky insurance personality of the brand, was attractive to young, old, short, tall, fat, skinny, male and female, and looked good on TV while being played.
Ballblast was born while hiking the fabulous Milford Track, and was an instant success. 8 Players would race in 8 giant inflatable balls around the pitch with alternating gameplays. Next year, we will introduce a disruptive 9th ball. The devil ball …
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Forrest Estate was one of the first vineyards of the Marlborough region in New Zealand, and considers itself truly a New Zealand original with it’s roots firmly planted in the Blenheim winegrowing region. When it came to rebrand the vineyard, we made the soil, the dirt, the stones and the respective colors the central ingredients of the estate. Two more sub brands were developed along with the main Forrest brand. The Valleys focused on the unique terroir of certain smaller valleys, and The Doctors’ created a place for more creative and experimental wines (Dr. John & Brigid Forrest themselves are avid cyclists and host the annual Graperide).
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Hanmer Springs, the South Island’s premier Hot Springs Resort and Spa entered the cosmetics market with a line of products that used authentic thermal water as the distinguishing ingredient. We branded the products as female and male lines with colorful yet tasteful graphics that would guarantee a strong shelf presence and attract both a male and female audience.
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New Zealand lamb is currently traded as a commodity in Great Britain’s supermarkets. A “perfect breed” from a selected few farms and central studs had been researched and created to guarantee lamb that was far superior and guaranteed tender. To achieve a premium price for the brand, we positioned it as a boutique small-batch brand that valued stringent selection, traceability and human involvement. All sold lamb is traceable back to the stud and farm, and each pack contains profiles of the original 12 farms.
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As many of our clients chose more and more social media as part of their brand strategies, AMI Insurance followed suit. AMI is a principal supporter of the Canterbury Crusaders rugby team, and can leverage that affiliation in many ways. To involve primary schools, for example.
The Crusaders have always been an important part of the Christchurch community, and this campaign was designed to ignite the enthusiasm for the home team at a school level. School classes were presented with a kit that included many physical and web-based activities, encouraging participation on many levels. Activities such as stadium visits and team visits were all part of the agenda, making the campaign a great tool for the teachers, and an even better experience for the kids.
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Moneyline is a retail lending product from a commercial lender. A love affair rather than a marriage, as the brief stated. The campaign spans web banners, press ads, mag ads and bill stickers to introduce the new product with a bright, spontaneous and unexpected approach. The campaign paid off Moneyline’s strap line “The Shortest Distance Between You and Money” in a fresh manner, featuring various distance curiosities from outer space to more homegrown locations. And who does not like a simple (well …) piece of trivia or question & answer challenge ?!
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The Ferva brand was developed for a new line of modern residential fireplaces that could be customized to suit individual’s taste and match their environments. We named it Ferva (from Fervor = intense heat) gave it an elegant and smart look, and produced mag ads, collateral and POS without hurting any chameleons.
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And here, ladies and gentlemen, we have the recent orphans. Small bits and pieces that were delightful to create and now exist as happy singular executions. Great little stocking-stuffers and opportunities to fill up those 15 minute intervals on your timesheets.
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