A consumable New Zealand essence.

Client: Icebreaker.
Bronze: 2003 Best Awards

Shortly after Icebreaker began, they approached us to develop their identity to capture the natural quality and spirit of their products and New Zealand.

Our brand work established the platform that has made Icebreaker one of the most successful brand stories New Zealand has every produced. The essence of our initial brand work lives on, many years after we first conceived it. Our work included product packs, clothing labels, swing tags as well as sales and display materials. 

Blog Posts. Thought-leading insights.

19 Feb 2019 by Steven Giannoulis

Principled brand decisions

Developing a brand strategy means making a number of significant decisions that drive multiple aspects of an organisation. Working with clients, my aim is to agree brand principles upfront that help leadership teams...

13 Nov 2018 by Brian Slade

Brand perspectives

An early brand project risk analysis on all possible perspectives can save a bunch of rework, awkward pauses and electrical appliance analogies! (Keep reading and all that will make sense!) Working with a regional...

09 Oct 2018 by Mike Tisdall

What exactly is 'brand'?

It’s just one of those words, isn’t it? So open to interpretation. So dependent upon the predisposition of the listener or reader. Even after all these years in the branding and communication game, there are...