MAINLAND New Zealand
NATIONAL PRIDE
CLIENT
Fonterra New Zealand
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
Successfully evolve the Mainland visual identity to reinforce its craft and remind New Zealanders why Mainland is worth paying more for.
THE SOLVE
Inspired by the traditions of craftsmanship, integrity, care and a huge dose of Kiwi pride, the evolved Mainland visual identity embodies its rich connection to dairy, spanning 70 years.
From the logo nestled into the mountains to the visualisation of the product, our packaging elevates the local pride and connection to the land, with craftsmanship and quality at its core.
+8%
increase in perceptions of Mainland as a premium brand.
+6%
increase in perceptions of Mainland as a brand with tradition and heritage.
+6%
increase in perceptions of Mainland as a well crafted brand.
+3%
increase in perceptions of Mainland as a quality brand.
SOURCE: Marketing Manager, Mainland, Fonterra New Zealand. February 2023.
