New Zealand Natural
Illustration & Branding
In collaboration with RMIT University Communication Design and New Zealand Natural Ice Cream
New Zealand Natural describes themselves as fun, cheeky, natural, and forward looking. As a brand, they are the embodiment of quirky Kiwi humour. This rebranding project aimed to bring the fun-loving aspect of the brand to the forefront through something that New Zealand is also well-known for — their vast, natural landscapes.
Attractive packaging plays a large part in getting customers interested in the product from the beginning, and it plays a key part in forming New Zealand Natural’s brand association. The new brand assets wholly embrace the natural aspects of New Zealand, and is inspired by the scenery of New Zealand illustrated in bright and quirky colours unconventionally associated with ice cream packaging.
These landscapes were inspired by real places around New Zealand: The beautiful, snow covered peaks of Fiordland National Park, the starry skies of Lake Tekapo and the endless greenery of the Rolling Hills.
Market research by New Zealand Natural has shown that 77% of consumers usually know about a brand from seeing them in store. Most popular ice cream brands like Pidapippo or Gelato Messina have distinct visuals that the consumer recognises immediately and associates with, and the new packaging for New Zealand Natural aimed to do the same thing. They should also be worthy of sharing online, since millennials, New Zealand Natural’s new target demographic, tends to favour brands that strive to do something different with their image.
