Introduction
Creating real personality for Tip Top, New Zealand's favourite
ice-cream brand.
Challenge
Fonterra's Tip Top ice-cream, established in 1936, is one of New
Zealand's national treasures. Despite this exceptional brand
history and awareness, Tip Top's identity became cluttered,
inconsistent and untidy over the years, reduced to a series of
conflicting logos. No brand can thrive on nostalgic affection alone
and, pursued by strong rivals, Tip Top needed a brand identity that
would reconnect with consumers and reassert itself in the
category.
Solution
We realised that Tip Top was awash with all the emotional appeal
and child-like fun that its competitors lacked, despite their
strong visual branding. With our big brand idea of 'Funky
Delicious', we developed and expressed Tip Top's natural warmth,
humour and personality through mouth-watering photography, wittily
combined with engaging copy-lines and graphics. Our endearing new
identity leaves consumers in no doubt that this brand is proud to
be made and enjoyed in New Zealand. It provides a seal of
authenticity across packaging, signage, point of sale, corporate
literature, website, livery and even the landmark factory building.
We reminded this nation of ice-cream lovers that Tip Top is still
their number one.