CHOOSE YOUR
NEXT ADVENTURE
Brand Strategy
Brand Positioning
Brand Identity
Brand Assets Suite
Packaging Design Suite
Brand Collateral
Brand Guidelines
Insight
Kāpiti Ice Cream had established itself as a credible player in the premium ice cream category with a loyal following of consumer advocates. Although Kāpiti was famous with this passionate group, the wider population had little recall of the brand. With lofty ambitions to transition Kāpiti from a niche brand to the #1 indulgence brand, we had our work cut out for us.
Vision
The strategy was to elevate our Brand Assets to Distinctive status, making Kāpiti both memorable and famous. The first step was to refocus every piece of communication on our brandmark - featuring the silhouette of Kāpiti Island and the golden glow as the sun rises over its peaks. Continuing the geographical theme, an artistic rendition of the Island’s map including flora, fauna and deliciousness was developed, echoing the connection that New Zealanders have with the land.
INDULGENCE FOR EVERYONE
OUR PEOPLE
With an ambition to grow Kāpiti Ice Cream’s premium indulgent segment share in New Zealand, we aimed to shift from a niche to a mainstream brand. By leveraging data and research, we broadened our target from 45 year old females to include 18-35 year old gender neutral humans, addressing social and cultural preferences.
The aim was to reposition Kāpiti and boost brand awareness to make Kāpiti Ice Cream the #1 indulgence brand.
CONNECTION WITH THE LAND
THE BIG IDEA
Our strategy for Kāpiti revolves around adventure and the profound connection New Zealanders have with their land. We express this through our brand essence, ‘Choose your next adventure’ which drives our masterbrand campaign.
We have a strong provenance story which combined with our dedication to indulgence and Kaitiakitanga, creates a compelling narrative. This is supported by Kapiti’s commitment to sourcing the purest ingredients from our unique natural environment. Our brand pillars of Adventure, Provenance, Indulgence, and Kaitiakitanga guide our mission to offer a truly unique flavour experience, embodying the adventurous spirit and strong environmental guardianship of New Zealanders.
WHERE NATURE
MEETS INDULGENCE
DISTINCTIVE ASSETS
Our brand tells a visual story where nature meets indulgence. Our Kāpiti Island map is the distinctive brand asset that ties our brand together across all touchpoints along the path to purchase. It is our window into provenance, native flora and fauna with ingredients. Our consistent use of assets in key visuals across all media ensures strong brand recognition is achieved.
Visual beauty is consistent through all creative. This creates cut-through and strong share of voice in the media channels including, TV on Demand, Digital, Social, OOH, Point of Sale and in Store. We embrace the idea of the world slowing down to transport people into a moment of peace and luxury all to themselves, if only for 30 seconds. Beautiful New Zealand landscapes, calm almost hypnotic music choices, solo adventure, luxurious ingredients are backdrop to all.
CLIMBING MOUNTAINS
THE IMPACT
The redesign has propelled brand growth and nearly doubled its loyal audience. This initiative boosted economic performance with a 12.1% increase in brand value and a 5.6% rise in market share, while emphasising social and cultural wellbeing.
By incorporating sustainability through Kaitiakitanga and Rainforest Alliance certification, Kāpiti ensures the guardianship of natural resources for future generations. Reflecting New Zealand's flora and fauna through design and a campaign that maintains a social tone, Kāpiti resonates deeply with its audience, ensuring long-term success.
