Browsing: brand

News
Dow Design rebrands Stafix, no bull
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The agri-technology sector doesn’t ordinarily conjure up associations of top brand design, but Dow Design is feeling pretty chuffed with its efforts to rebrand argi-technology brand, Stafix. It’s out with the bright yellow lettering on a green background of old and in with a simpler green on white look that creates “in-store standout”. And, following research into what farmers deem to be a universal symbol of power and strength, apparently you can’t go past  ‘High Noon’ the red Angus bull.

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All Blacks? Pffff, KFC supports Mountain Dew
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In what appears to be yet another instalment of Attack of the RWC Loopholes, we received a rather excited email the other day with a photo of the newly repainted KFC Balmoral in Auckland that showed what they thought was evidence of KFC supporting the All Blacks. And while this would be the logical conclusion to jump to, the official line is that it has nothing at all to do with rugby. It’s simply to promote a new variety of Mountain Dew called Pitch Black. 

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Kathmandu treks the rebrand trail
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If you’re the outdoorsy, travel-type, any day now you should start noticing some changes at clothing and equipment retail chain Kathmandu. Over the past year the folks at Strategy Advertising and Design have been working on a re-brand for the company, after Kathmandu asked it to help deliver its brand forward. Gone is the green, yellow and red-framed logo with numerous peaks underneath. The multi-coloured arrangement of the past has been replaced with a block-lettered white logo featuring two small mountain-like shapes on top.

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adidas is all in (the dogbox, again)
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In the last edition of NZ Marketing, DDB’s experiential creative director Steve Kane said about sponsorship: “What brands need to remember is the audience is not there for them, however vital their role in making the event happen.” adidas obviously pays a pretty penny to the NZRU for the privilege of sponsoring the All Blacks, but the launch of the new jersey, the debate over its hefty pricetag and the lack of action in response to calls to drop the price has pegged it as a brand that is trying to hijack ‘our’ team. And just when you thought the PR poop couldn’t get any more pungent, it’s getting some more stick for choosing a slightly galling location to hold its Black is Beautiful party. 

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Report reveals gaps between public perception of ‘green’ brands and reality
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Toyota’s leadership in making the environment a core management priority, while also engaging in a meaningful way with audiences around the world, has seen the company take out the top spot in Interbrand’s Best Global Green Brands 2011 report, which ranks the top 50 “green” brands with a global presence. But some of the very brands that ranked highly in environmental sustainability performance lagged behind when it came to public perception of their performance, suggesting many companies have a ways to go when it comes to communicating their corporate social responsibility efforts.

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New look, new era, and a pun revealed in Baypark rebrand
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As it gets set to host the leather-clad man with the big voice and a penchant for very long songs, otherwise known as Meatloaf, the Bay of Plenty’s largest venue Baypark has unveiled a new branding effort that comes complete with a pun. The rebrand features a new and much more colourful logo carrying the new strap line: ‘Where there’s plenty going on’.

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Fonterra enters pungent cheese stoush
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A quick glance at Fonterra’s media site shows the dairy giant has quite a penchant for talking itself up. Last week it announced it was dropping the price of butter and cheese in line with international price decreases, but its decision to not drop the price of milk as part of a price freeze hasn’t won it any friends. Neither has news this week that it has gone after boutique cheese-makers, asking them to cease using the term “vintage” on their products, because it says it trademarked the term back in the 60s. Can you smell that? Like DB’s Radler, it’s the stench of a corporate attempting to wield its power. But will Fonterra’s case stand up in court? 

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Kleenex repeats paper dress exercise in the hope of rustling up sales
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One glance down the toilet paper aisle reveals that, well, there’s a lot of toilet paper to be had. And so in a bid to stand out from its competition, two years ago Kleenex took its toilet paper and enlisted the help of some would-be fashion designers, asking them to make dresses out of the paper—dresses that were then modelled on the runway of New Zealand Fashion Week. And in 2011, it’s at it again.

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Radio rebrand waves continue—UPDATED
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In a move that draws parallels with the Radio Network’s recent Classic Hits’ station brand shift, MediaWorks’ More FM has also been busy on the refresh front, unveiling a new look that features a spotted logo and the positioning phrase: “Live it. Love it. Sing it.” According to More FM Network programme director Ande Macpherson, who joined the station in February to help reconnect the brand to its core values, there’s been a disconnect with what More FM actually stood for.

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Classic Hits gets contemporary with logo revamp
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Over the past 18 months adult contemporary music radio station Classic Hits has been the subject of a significant shake up in terms of its musical, advertising and dj line-up. And with those changes now firmly in place, the station has rounded off its makeover with a new logo that’s actually a significant departure from the green and red logo that’s been in place since 1993.

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Wake up and smell the Scarborough Fair redesign
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It’s been around since 2004, but in a bid to further stand out from its competitors on supermarket shelves, the Scarborough Fair brand of coffee, tea and chocolate has recently undergone a design makeover, courtesy of the folks at &Some, or as they refer to themselves, the creative co-conspirators for a connected world.

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Origin Design and Insight Creative align
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Mergers can often be a little murky, but in the case of Origin Design and Insight Creative, they’re adamant it’s all about clarity. After Insight Creative purchased Origin Design in February last year, the two companies have finally aligned to reveal their new single brand, simply called ‘Insight’. And with that comes a new creative strategy that ties in with a bold and clean look.

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New Zealand’s 100% Pure brand gets flamed by BBC
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For over ten years now, Tourism New Zealand’s 100% Pure New Zealand campaign has been a staple brand for marketing New Zealand to the world. But whether we ought to be laying such a pure claim at all has come under fire on many occasions, most recently on BBC programme Hardtalk where John Key was left sweating after host Stephen Sackur put some tough questions to the Prime Minister about the clean and green image on which New Zealand prides itself.

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Colmar Brunton and Fair Go join forces for customer service crusade
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Colmar Brunton has long been dabbling in the field of customer service research, most recently in last year’s Distinctive Customer Experiences Survey, which showed, slightly surprisingly, banks were the best-performing sector. Now it’s taking its findings to a wider audience and teaming up with Fair Go for a regular monthly section that identifies New Zealand’s “customer service champions”.

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Dow walks a tight line in Columbine redesign
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While it won’t help fix the most annoying part about hosiery—indiscriminate holes appearing all over the place—Columbine has farewelled its more than 20-year-old look and opted for a visual makeover in a bid to “modernise the Columbine image”.

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ANZ brand implementation grabs international nod
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While murmurings of a possible merger with the National Bank remain shrouded in secrecy, what is certain is that ANZ’s super-regional strategy, and more specifically the associated brand roll-out that comes with it, is doing something right after Asia-Pacific brand delivery company Diadem won an award for best brand implementation for its ANZ project as part of the seventh annual REBRAND 100 Global Awards.

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Barnes, Catmur & Friends go into Labour
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After a fair bit of digging and probing, we can reveal the creative buffs behind the Labour Party’s new design are advertising agency Barnes, Catmur & Friends, with head of design Crispin Schuberth responsible for the final logo design. But unlike politicians, getting a straight answer from the agency about the design was easy.

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New staff graze on fresh employment pastures as…
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… Sunday announces its replacement for Cameron Bennett; Carlos Savage takes up a new gig in Australia; International Rescue announces a few new additions, including a Kiwi artist whose work made it into Luerzers Archive; another new face arrives at the TVNZ marketing department; Pacific Micromarketing welcomes another team member; and WaikatoLink secure the services of two upstanding gentlemen.

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Word to the Earthwise
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When Tom Robinson was inspired to create a range of natural plant-based products back in the 1960s, hippies might have been the best he could have hoped for by way of customers. His inventive spark began in 1964 when he created an organic fertiliser. His creations quickly expanded to include a range of plant and mineral based home products, therapeutics, garden care and pet care, all born under the name Earthwise Group.

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