Call it what you will:
Artisan, upmarket food, gourmet. The market for specialty food certainly seems
to be growing in New Zealand. Farmers’ markets are cropping up all over the
place, there’s websites dedicated to it, supermarket refrigerator sections seem
to be hosting an ever-growing selection of it and thanks to the likes of Nosh
and Farro, there’s even entire supermarkets dedicated to it. But in a market where
locally produced foods are often competing with the cheaper, mass-produced
alternatives produced by the big boys, and increasingly, each other,
presentation and marketing is key. And Hunter, which dubs itself the “world’s
smallest global creative agency” reckons it got it right when it comes to its
packaging design for new boutique ice cream company, Little Paddock.
Paddock launched its range of ice creams last week at the Auckland Food Show. Hunter’s Auckland-based
executive creative director Matthew Gibbins says there are certain clichés when
it comes to ice cream branding, describing much of it as
jump out and shout at you
The aim was to “stay a million miles away from those clichés”.
“Little Paddock itself is a
friendly, human brand, so we wanted to bring a bit of that into the packaging —
to make it feel human and crafty. Quite a few ice cream brands go very loud on
colours. We thought we’d make a point of difference by designing the packaging
to be more natural and honest. It’s a bit more pared back and that makes it
feel a bit more honest I think.”
Names like ‘Baby Cupcake’,
‘Mister Boysenberry’ and ‘Captain Vanilla’ were created in collaboration with
the very small team at Little Paddock.
“We had quite a few
discussions over what would be interesting names for the products,” says
Gibbins. “Captain Vanilla came out of the fact that everyone loves vanilla and
this was the leader of the pack.” Baby Cupcake was an obvious one — it has baby
cupcakes in it.
The back of the tubs feature
expansive, quirky stories that Gibbins hopes will strike a chord with
“We basically wanted to make
people smile when they picked up and read the packaging. We wanted something
that stands out in the freezer cabinet.”
The brand is slowly but surely infiltrating supermarkets across the
country and once that’s complete, it has its sights set on Australia.