An established leader with a globally recognised brand, this New Zealand business had a lot at stake to change. But with competitors buzzing around, the challenge was to move on, modernise and shift some brand perceptions, whilst making sure not to lose a significant and globally diverse audience. We were thrilled to win the creative pitch to be entrusted with this design pinhole surgery, working closely with the incredible team at Manuka Health to keep what was sweet and remove the stingers. Our theory of evolution revolved around two essential drivers: more visual consistency across the brand’s assets; and a visual cleansing, or decluttering. By working incrementally with Manuka Health, who collaborated cleverly across marketing, sales and distributors, everyone agrees the changes feel like natural selection at work. Perfect evolution.
