Description:

Kāpiti Ice Cream sought to expand its presence in New Zealand's ice cream category by transitioning from a niche to a mainstream brand. The goal was to enhance brand awareness and positioning, to make Kāpiti the largest premium ice cream brand in Aotearoa New Zealand by 2026.

The packaging design visually represents where nature meets indulgence, featuring the crafted Kāpiti island map, native flora and fauna, and indulgent ingredient photography. Increasing the prominence of the brand mark reflects pride and reinforces the provenance story. Premium finishes like spot gloss and metallic accents create a harmonious and vibrant range that integrates seamlessly with campaign touchpoints.

Our strategy was centred around the theme of adventure and our deep connection to the land, encapsulated in the brand essence, 'Choose your next adventure.' The narrative combined a strong provenance story, dedication to indulgence, and commitment to Kaitiakitanga (environmental guardianship), supported by celebrating ingredients from our unique natural environment.

The redesign nearly doubled Kāpiti's loyal audience and significantly boosted its economic performance, with brand value increasing by +12.1% and market share rising by +5.6%. The packaging and campaigns had an immediate impact resonating deeply with a wide audience, and supporting the brand's long-term success.