Introduction
Award winning Kapiti ice cream redesign for Fonterra in New
Zealand.
Challenge
Kapiti faced delisting. This luxury ice cream was of such
exceptional quality that its bespoke flavours graced the kitchens
of some of NZ's top restaurants. Yet it was not inspiring consumers
to take it home and put it in their freezer. Fonterra cut ten of
the brand's SKUs and asked us to create irresistible packs to
relaunch the remaining six.
Solution
We dug deep into this super-premium brand to uncover its heart
and soul: dedication to the sheer quality of the product and
near-obsessive enthusiasm for creating innovative flavours. This is
Ice Cream by Design. The branding needed to reflect that and to
appeal to fashion and lifestyle-conscious individuals who would be
happy to take Kapiti into their designer kitchens. We collaborated
with NZ fabric designer, Michelle Yvette and transformed Kapiti
into a fashion must-have that has caused a real stir in the
category. Our mouth-wateringly desirable packs proved so popular
that, despite the reduction in SKUs, sales per store per week
increased by 55%, all six Kapiti products moved into the category
top 20 and the brand jumped two places in the premium league
table.