Browsing: Dow Design
At the moment, it is near impossible to escape the rugby madness that has hypnotised the nation. Many of our beloved products from the supermarket have turned black, one of which being Anchor’s milk bottles, which turned the shade in support of the All Blacks. Dow Design provided us some insights on what makes good product design, and what sells.
Agencies have many ways of wooing clients. They wine and dine them. They try to win awards. They send out press releases to trade media. They try to destabilise the incumbents. They invest in fancy offices to create the perception of success should they visit. And they also show off their work, their strategy and their talent to online visitors. The agency website is basically a digital shopfront and it’s often seen as an indication of the type of work it might be able to do for clients. Many agencies are guilty of creating boring and/or unfunctional sites and regularly slipping into cliche. But there are some good ones out there. So here are a few of our local favourites.
Old gun Simply Squeezed and relatively new flatbread brand Farrah’s both lead their respective categories. And while the conventional FMCG wisdom when in this position is ‘don’t rock the boat’, both brands have called on the Dow Group to give them a makeover.
With a new co-owner on board and a desire to differentiate, Rush Munro’s ice cream has lifted the lid on a new look from Dow Design that’s pumped up the colour and personality.
Dow Design is on a mission to prove the commercial value of good design. And with a win in the TVNZ-NZ Marketing Awards for Fonterra, a finalist in the new Best Effect Award for Hellers, a number of big redesigns for big FMCG brands, it seems to be doing a good job of it. Founder Annie Dow and business development director Jenny McMillan speak their piece.
Following on from the first ever above-the-line Bumper Bar campaign and the granting of a rare patent for its One Square Meal product, the main Cookie Time brand has also undergone a big transformation. And for Dow Design’s creative director Donna McCort, reimagining the classic Kiwi brand was a huge responsibility.
L&P is a much-loved Kiwi brand. Many of its ads are classics, its Facebook page has over 184,000 likes and the recent Reader’s Digest survey listed L&P the seventh most trusted brand in New Zealand. But sales were simply not matching the affection and loyalty the brand enjoyed. So the packaging has been given a spruce up by brand design specialists Dow Design in an effort to make it more contemporary—and more compelling for the younger generation.
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.
…as SEEK goes on a job hunt of its own, The Sweet Shop appoints an appropriately named executive producer in Australia, Acumen Republic shores up its newish Aussie office with a big signing, SOAR printing announces a new operations manager and Pride in Print announces its new judging convenor.
Dow Design has given those purveyors of meaty Kiwi goodness, Hellers, a bit of a makeover, rolling out a new logo, new packaging and a positioning statement of ‘NZ’s butcher’.
OMD looks to the future and appoints its first tech-head, Dow’s designs come to fruition and The Pond shores up its arsenal south of the Bombays.
This newsy concoction is light and frothy on the nose, with undercurrents of naivete, overcurrents of aniseed, cassis and forest floor and aftercurrents of squash changing room. Can be served either brucewarm or lukewarm.
So, we got what we expected from the Super City logo competition: a rather staid, traditional, old fashioned, unimaginative mark that looks like the old Regional Parks emblem. From the Super City I wanted a logo that expresses the modern, dynamic, diverse, creative, vibrant, commercial city that is Auckland. And I don’t get that from this.
All the news (about pyar, new baby food, ice cream, banned ads, loin tingling, non-profit organisations and green marketing) that’s fit to print – and now in handy meta format.