Buy New Zealand Made

brand identity, marketing campaign, digital strategy

 

The Buy NZ Made logo is an iconic mark with a long, proud history so when it came to refreshing it, we took great care to preserve the brand recognition while employing contemporary simplicity.

With many variations and iterations of the logo in the wild, we sought to consolidate and simplify the identity to maximise brand recognition, avoid confusion and strengthen the credibility that the mark represents.

Retaining the minimalist kiwi shape in combination with a customised New Zealand typeface, the new logo is a bold, proud statement that’s easy to read and recognise. The logo, which can only be used by retailers and manufacturers who qualify for membership to the organisation, is available in two colourways – classic red, white and blue; and smart black and white – suitable for everything from formed plastics and high-grade steel to designer fashion and FMCG.

 

 

Clever Kiwis is a marketing campaign promoting Buy New Zealand Made by celebrating the people making the products on the shelves.

It’s easy to forget what goes into making products when comparing price alone at the point of sale. To remind consumers of the people behind the scenes, we shot a series of portraits with Simon Young showcasing Buy NZ Made members in their own work environments.

We produced a range of Clever Kiwis POS collateral, available to members in a monochrome series emphasising craftsmenship, or in a warm, friendly full-colour set.

To promote buying New Zealand made in the lead up to Christmas, we helped Buy NZ Made run a digital campaign to build social media engagement through an advent calendar competition. Daily spot prizes and winners were revealed in visual Facebook posts with a major prize drawn at the end of the campaign, while EDM was used to encourage participation.