Brand refresh for New Zealand’s Rolling Meadow Cheese range

Rolling Meadow, a brand of New Zealand based Dairyworks, has undergone brand and packaging refresh by Auckland-based Onfire Design.

Retail had challenged the brand owners regarding the brand’s role in the category. Outside of (accessible) price, it was challenging to demonstrate the brand’s role in a consumer’s daily life.

Creating a new brand and packaging livery would help articulate Rolling Meadow‘s role in a consumer’s life and its relevant position in supermarket chiller aisles.

Understanding this role in a family’s daily life was essential. It is both the fuel that powers their busy lives (a great source of protein and calcium) and the heart of favourite food moments—taste, versatility, and nourishing. This insight led to the brand truth of ‘Rolling Meadow adds fuel and fun to New Zealand families’.

The gap in the market was real (and great tasting) cheese for New Zealand families. Cheese is the perfect food and ingredient for them. Aligning with the brand name, the core brand idea became ‘We keep you Rolling.’ This created a new personality with a big heart, energy, relentless positivity, and straight-talking.

All new distinctive brand assets were created while adhering to category colour coding, which is ‘baked-in’ for the cheese consumer. The new hero for the brand are food illustrations. Highly stylised, colourful, and textured, this new suite of assets showcases the various foods that can be created with each cheese variant (block, grated, and flavours). The graphic style of illustration was created to make each one distorted, with playful angles and dimensions, which enabled the cheese and other colourful ingredients to be heroes while allowing each one to fit the space of each pack.

Relaunched back into Foodstuffs-owned New World retail stores throughout New Zealand, the brand has quickly captured consumers attention, with early metrics indicating increase in brand awareness.

Credits:

• Studio – Onfire Design (https://www.weareonfire.co.nz/)
• Client – Dairyworks NZ (https://www.dairyworks.co.nz/)
• Creative Director – Matt Grantham
• Design – Natasha Alimova, Matt Grantham, Sam Allan
• Acc Management – Lias Capel
• Illustration – James Stewart

Source: Onfire Design

  Brand Refresh, Dairyworks, Food, Marketing, Onfire Design, Packaging, Rolling Meadow