Creativity into clarity

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    Client Fonterra NZ
    Shifting & Shaping Tastebuds

    We created the new Mainland design inspired by the traditions of craftsmanship, integrity, care and a huge dose of Kiwi pride.

    You see, New Zealanders know that good things take time – and the design embodies just that; Mainland’s rich connection to dairy craft, spanning over 60 years.

    From the logo nestled into the mountains, craft cues and visualisation of the product within, our packaging elevates the local pride and connection to the land, with craft and quality at its core.

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    Harnessing the power of New Zealand’s iconic landscape & respecting their time-honoured technique, our design is a graphic representation of the core values of the brand.

    The iconic peak silhouettes create an immersive and distinctive pack structure and varianting system that is connected to Mainland itself, inspiring a sense of local pride and discovery.

    The mountain caps deliver a sense of provenance & purity, unmistakably New Zealand. They are coupled with a subtle wood texture that infers humility and wisdom as a symbol of traditional techniques & craftsmanship.

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