Creativity into clarity

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    Client Fonterra
    Shifting & Shaping Tastebuds

    Everything about Mainland cheese takes time and time makes things taste better. For Mainland, this truth allowed a new brand presence and pride to its mainstream range.

    Set in Mainland’s spiritual home in New Zealand’s beautiful Southern Alps, two distinctive brand assets, the Stone Dairy and the slate blue colouring it sits against, became the visual hallmarks of time, of well made, strong and proud. Time tells a long story but has not stood still.

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    Time and craft are at the heart of the brand, which were reflected within the elements on pack - from the rough-hewn texture edging of the label to the hand etched stone dairy illustration - overseen by the brand mark to affirm that at Mainland, good things take time. The new design assures the consumer that if you have the patience, Mainland has the time, highlighting the age of each specially crafted cheese variety, defined by months ages and strong use of colour.

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    In creating a new relationship for consumers, Mainland successfully created a step up premium offer that achieved #1 in premium mainstream cheese and led to further successful extensions into higher value segments with Snacking and Platter Collection.