The new alchemists.

Prima materia, anima mundi. The transformation of the humble body into the magic of the soul. It’s a wonderful analogy for this young, progressive brand bridging New Zealand’s raw purity and the urban cutting edge of China today. We definitely saw something of alchemy in their quest to perfect their products, to iterate and re-iterate - until the cows came home - til they had managed to elevate the ordinary. And milk products were only the beginning of their dreams. So what did we dream up? A wholly emotional acronym for their brand name. Whirled together with some rather mystical symbology. Our new alchemists intend to link body and soul.