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 was brought to life in the rebrand by first creating a logo that referenced the primordial nature of its name – reflected in the simplicity of the design.

We then developed images and campaignable assets that elaborated upon this theme, relaying the concept of Kiwis being brewed different.

In our packaging, we used playful copy and type to emphasise the quirkier side of New Zealand's personality, while maintaining the premium brand cues necessary for a product with its price point.

The rebrand was launched as a campaign through digital and OOH, championing our contradictory cultural stereotypes through both quirky copy and visuals, all of which directed traffic to the website to drive sales.