Graphic

Marx Design 73 Phoenix

Finalist
2025 Packaging
Credits
  • Pou Auaha / Creative Director
    Tristan O'Shannessy
  • Ringatoi Matua / Design Directors
    Manuel Payan, Ryan Marx
  • Kaituhi Matua / Copywriter Lead
    Tristan O'Shanessy
  • Ngā Kaimahi / Team Members
    Hannah Jensen, Salem McKay, Janine Bickerton, Amanda Bearsley, Aidan Turvey
  • Kaitautoko / Contributors
    Yuki Sato, Drew Robertson
  • Client
    The Better Drinks Co
Description:

Phoenix, New Zealand’s original organic drinks brand, was founded in 1986 and quickly became a household name. Over time, however, the brand lost its clarity and cohesion.

The objective was clear: to revive Phoenix and restore its status as a trusted icon. This wasn’t just about commercial recovery; it was about bringing back a brand that once stood for quality, organic integrity, and Kiwi ingenuity. The project aimed to streamline the portfolio, rebuild brand integrity, and reconnect with a generation of New Zealanders who grew up with Phoenix.

Rooted in legacy and nostalgia, the strategy began with a deep dive into Phoenix’s history. We uncovered early logo iterations and brand assets that captured its original spirit, then reimagined them for a contemporary audience.

The product range was unified under a single bottle shape, the iconic ‘Rocket’ bottle from the early 90s, bringing consistency to their portfolio. Messaging focused on the nostalgia of taste, delivered with a witty, understated Kiwi tone. The relaunch embraced the metaphor of rebirth, with the campaign line “The icon is back” signalling Phoenix’s return.

The visual identity was rebuilt from the ground up. A robust typographic system was paired with bright, block colour treatments designed to stand out in hospitality environments. The logo was refined to honour its heritage while aligning with a new audience.
Every detail was considered to rebuild trust and credibility. The result is a cohesive, iconic brand expression: nostalgic yet fresh, familiar yet forward-looking.

Phoenix’s revival is a meaningful return to form. As a pioneer in New Zealand’s organic beverage space, Phoenix holds a unique place in the country’s design and consumer landscape.

The rationalised portfolio reduces environmental impact through packaging efficiency, while the new design system ensures long-term consistency and adaptability. By honouring its legacy and reintroducing it with clarity and purpose, Phoenix is reconnecting with loyal fans and capturing a new generation.