Description:

THINKING
After thirteen years, Kiwi icon Shaky Isles wanted to refresh their brand. As well as a new look and feel, the purpose was to help them transition from a café to a more premium FMCG supermarket leader, with a view to taking their business offshore.

Shaky Isles coffee is a blend known for its complexity and strength – just like Kiwis. So we decided to explore what it means to be a Kiwi in the modern age, while retaining the brand’s edge and quirkiness.

CONCEPT
Shaky Isles coffee is known for its complexity, strength and uniquely different roasting techniques. Like Shaky Isles coffee, Kiwis are proud of their individuality, and doing things in their own different and often inventive ways. Complex, definitely. A little odd, maybe. But we don’t take no for an answer, we don’t follow the herd, and we always punch above our weight.

Introducing 'Brewed Different'. A celebration of all the things that make kiwis truly different, that could be used to parallel Shaky’s brewing techniques.

EXECUTION
Brewed Different as an idea demanded that we do everything different – from our tone of voice through to the way we represented Shaky’s product range.

Accordingly, to emphasise the quirky and irreverent edge that underpins their brand, we decided to reimagine the stock-standard product shot accompanied by decorative elements, we see all too often.

In its place, organised chaos, brewed to perfection, just like their coffee. A unique series of photographs that centred around the taste notes off each varietal, but brought to life in a unique way through movement, odd yet strangely familiar forms such as a jaffa tree, through to earthy moonscapes made with rock and cinnamon.

Our colour pallet was taken New Zealand’s rich landscapes. From the deep earthy reds of a volcanic gorge, to the green tinted blues of our oceans. These we offset with various flora and edible delights, before chucking something at it, bumping the table, or generally doing anything absurd to ensure nothing appeared too formulaic.

The result – a mouth-watering photographic set that managed to the solve the inevitable tension of a premium brand attempting to be quirky and different, while dialling up the explosive flavour profiles of Shaky Isles diverse range of coffee.