New Zealand Post delivers more parcels than any other courier service in the country. Yet, understandably, many New Zealanders still associate the brand primarily with mail.
With the wide range of delivery services New Zealand Post offers, and the spectacular growth of online shopping, this brand issue had become a barrier to growth.
“We’re more than a mail delivery business on the inside and how we look and communicate needed to reflect that. Customer research and insights showed that our brand salience linked to parcel delivery was low and fragmented branding was causing confusion in market. The need for change was clear and we developed a strategic direction to align under NZ Post to future proof our brand. With 182 years of heritage, enduring trust and a longstanding relationship with communities across the country our objective was to connect this to the future of our business. We wanted to show New Zealand that the world has changed, and we’ve changed with it to better facilitate their needs.” says Sarah Sandoval, GM Consumer Marketing and Brand at NZ Post.
Working alongside Inhouse and FCB, a new brand identity was designed to create a quantum shift in perceptions.
Arch MacDonnell and Toby Curnow of design agency Inhouse took on this challenge; creating in their first response something very close to the refined outcome launched last week.
The new NZ Post logo is evocative of roads, tracks, and networks, symbolising; delivery, connectivity, efficiency, and reliability. It replaces the previous envelope logo but retains the familiar red dot.
While red is still a key colour, it’s partnered with a distinctive deep blue. The two colours create something familiar, referencing the heritage of NZ Post while solving another important business objective: standing out in a category dominated by red, yellow or red and yellow competitors.
The launch campaign is designed to connect with consumers but also, very importantly, the many New Zealand businesses that regularly use delivery services.
NZ Post and FCB wanted to create a creative platform that heroes the new brand for audiences, doesn’t just say ‘we’ve changed our logo’, shows how we’re delivering more and would also stand the test of time.
“We can’t wait to share the next chapter in the adventures of our much loved NZ Post courier. In this new campaign he’ll be joined by some charming and curious neighbourhood kids to create some delightful storytelling – a series which will be rolled out to the New Zealand public over the next couple of years,” say Peter Vegas and Leisa Wall, ECDs at FCB.
Through a series of charming neighbourhood interactions the kids discover all the ways in which NZ Post are delivering more. The ads and campaigns will launch across TV, social and OOH from June 27 and continue throughout 2021 and 2022.
Client: NZ Post
Design Agency: Inhouse
Advertising Agency: FCB New Zealand
Strategic Consultant: David Thomason
Production House: Flying Fish
Sound Studio and Composer: Franklin Road and Mahuia Bridgman-Cooper