Established in New Zealand’s South Island in 1978, Deep South ice cream has become an iconic brand with a wide range of flavours and styles that cater to a wide range of consumers. Its current design livery has become an iconic, if somewhat cumbersome, livery with its picture-postcard South Island scenery. These illustrate the provenance and pride in the country but are often challenging to communicate pack messaging and muted colour coding.
With a refresh agreed upon to strengthen the brand positioning in the New Zealand market and its focus on export growth, we saw the opportunity to retain the emphasis on provenance while creating an ownable and flexible language that can be used seamlessly across all of its formats.
The range was split into premium and mainstream offerings to help broaden its appeal across different price points. We named the premium offering ‘Aspiring’ after the well-known mountain range and national park in the South Island. A unique, chilly, windswept mountain range was created, taking inspiration from the previous livery. This is applied consistently across all flavours with rich and dark colour tones for flavour navigation and textural depth. Proudly nestled within the mountains and centre-stage is close-up ice-cream photography, showcasing the product and ingredients while reinforcing its provenance. This is now a livery that transports the consumer to the South.