AndyB

Brand Transformation

From origins as a tea company, Bell Tea & Coffee Co.'s business is increasingly being led by coffee and needed a brand transformation to reflect this.

Having both tea and coffee production makes Bell Tea & Coffee Company unique. It enables NPD that fuse tea and coffee processes that result in products like Bean Bags.

A naming process was undertaken, and through design exploring the possibility of evolving the Bell Tea & Coffee Co. name and new names.

BrewGroup was decided on for it's connection to both tea and coffee and also to signal a true shift in the companies thinking.

The Idea: We bring things together in a brilliantly simple way

The idea was to bring together the best of what BrewGroup does and deliver it in a brilliantly simple way; a positive shape that also resembles a cup.

Supported by a palette of coffee and tea inspired colours, the identity could break apart to be seperate icons to highlight different parts of the business in presentation, t-shirts etc.

A key part of BrewGroup's internal culture is their five values. A logo was created in the same style as the company logo that houses symbols of these five internal values that can be used in presentations or on company stationery.

Created at Designworks with Michael Crampin and Jef Wong.

Brand Transformation

Auckland Hockey wanted to reinvigorate their brand to signal a new era in the association’s 100-year history and reinstate the pride that had been associated with playing with Auckland in previous years.

Conversations with stakeholders and players (both past and present) were undertaken to distill the way to communicate Auckland Hockey’s heritage, energy and commitment.

The Idea: Beautiful Edge with Pure Dynamism

Using beautiful edge with pure dynamism as our idea the traditional horizontal Auckland stripes was evolved to be on a 35 degree angle. This became a visual metaphor for the new direction and edge Auckland has and formed the basis of the whole identity.

Strategically, two sides were created for the brand; ‘Auckland Association’, represented by a shield, versus ‘Game Day’, represented by a dynamic ‘A K’ mark. 

The Auckland Hockey Association shield was created to deliver the gravitas of a board making decisions on behalf of hockey in Auckland, whilst retaining this credibility internationally.

‘A K’ is the abbreviated dynamic mark used for Game Day and designed to create both emotion and interest in Auckland Hockey's marketing and merchandise. Again, based on the 35 degree angle, it can work in partnership with the shield, stripes or stand-alone.

The style of imagery is always bold, dynamic and gritty supported by bold statements that are used aorundthe players changing rooms and the hockey field.

A players book was created to start a new ritual for new Auckland Hockey representatives. This book is handed to players with their uniform, creating a sense of pride and letting them know the exclusivity of the club they are entering into. Each book is individually numbered and contains the history and pride that makes Auckland the club it is today. 

The new stripes have become the new signature for Auckland Hockey and a way of making them distinct from any other Auckland sport.

Created at Designworks with Jef Wong, Michael Barron, David Lyall and Mallika Goel.

Brand Evolution

Globally, Anchor wanted to present a consistent look and feel. There was different variations of the Anchor logo in market and packaging around the world varied quite considerably.

The Idea: The Positive Power of Dairy

An interrogation of the logo was undertaken and a logomark that combines a positive smile, with the tradition anchor and a droplet was crafted to represent the positive power of dairy.

A bespoke logotype was also crafted to complement the logomark that, combined, would become the global mark of Anchor.

A 'flow' device was created to be used across packaging, communication and environmental elements to connect it all together whilst also housing the logo.

Created at Designworks with Jef Wong, Michael Crampin, Michelle Dowd and Matt Hammond.

Plane Livery

The task was to create a visually impactful livery for Air New Zealand that would mark the arrival of the new Dreamliner aircraft, and would be a long-term pride piece for the brand. The livery had to be contemporary but timeless, iconic and easily adaptable across the full fleet of Air New Zealand planes.

The Idea: Flying the flag for New Zealand

After undergoing a rigorous process of creative exploration, the iconic silver fern was chosen as the design. Already being a powerful and internationally recognised symbol of New Zealand, it is also the New Zealand tourism symbol.

The design is flexible and simple allowing it to be scaled across the fleet, from local and domestic carriers to the brand new 787-9 Dreamliner. A pared back version of the livery was developed using a flow device to create a black half of the plane that was rolled out across the majority of the planes, with the full black plane reserved for a select few. Air New Zealand is the only airline to have painted its planes black, solidifying Air New Zealand’s position as the nation’s carrier, celebrating ‘New Zealandness’ on an international stage.

Created at Designworks with Jef Wong, Michelle Dowd and Marigona Xharra.

Naming, Packaging and Online

Bell Tea & Coffee Co. developed a new product that combined the concept of a tea bag with real ground coffee beans (other brands use freeze dried coffee).

Wanting to highlight that this wasn't just your regular coffee bag, this pyramid shaped hybrid tea bag needed a name.

Bean Bags was the name chosen since it highlighted the key difference which was the real coffee beans.

The Idea: Great coffee anywhere, anytime

The packaging employs a top-down perspective that simulates a kitchen environment and helps consumers understand how to use this new product that can be taken anywhere with them.

The personality of Jed's Bean Bags comes through on the individually wrapped Bean Bags contained inside the box. Each sachet has a different statement that talks to the function or strength of the Bean Bags, a smile in the mind for a consumer opening each time.

A new website was then developed for the Jed's brand to coincide with the launch of Jed's Bean Bags.

Created at Designworks with Jef Wong, David Lyall and Mallika Goel.

Store and Brand Evolution

With nearly 150 New World stores across New Zealand and the absence of a detailed store guideline a lot of inconsistency had crept into New World stores over the years.

A photo audit of around 20 New World stores ranging from new to old stores was undertaken to understand the inconsistency.

Creating a uniquely New Zealand grocery experience that's loved by all

A new look and feel was created for all navigation along the store journey with extra emphasis on department headers, welcome wall and New Zealand wall.

The main points of navigation use an inline font called Enamel that is bold and modern whilst having a touch of character though the inline.

A border and icon are also used that talks to the category and gives a sense of market without feeling yesteryear.

Our fresh departments call out our fresh experts on site as well as extra messaging that talks to the value New World can add.

A 120 page brand standard was created that went out to all stores. 

Created at Designworks with Jef Wong, Harry Reed, Bree Asmus, Jules Tran and Haidee Wallace.

Environmental Graphics

Internal stairwell graphics and office interior for New World Victoria Park staff that celebrates their internal values and expresses ways that they can live them every day.

Created at Designworks with Dave Black and Ashton Henty.

Store and Brand Evolution

With over 50 PAK'nSAVE stores across New Zealand and a store guideline that hadn't been updated since 2004 a lot of inconsistency had crept into PAK'nSAVE stores over the years.

A photo audit of around 25 PAK'nSAVE stores ranging from new to old stores was undertaken to understand the inconsistency.

The approach taken was to build on the solid foundation of a great logo and a colour synonymous with PAK'nSAVE, yellow.

The number of fonts was reduced around store and all points of navigation use a tight font stack that creates a bold, decorative look.

Two key statements are heroed around every store, the New Zealand stamp and 'Our Policy' statement. These are all used big and bold to emphasise what makes PAK'nSAVE so great.

Branding the coffee experience, Sticky Café, was also a big part of the refresh and a fully scalable identity was created to accommodate any iteration of the café.

A 150 page brand standard was created that went out to all stores.

Created at Designworks with Jef Wong, Bree Asmus and Haidee Wallace.

Brand Evolution

Created at Designworks with Jef Wong, Michael Crampin and Nick Riley.

Brand Evolution and Art Direction

Logomark

Naming and small identity

Packaging and Event Design

Created at Designworks with a team of party people

Created at Yello Design, Sydney

A career highlight was winning a trip to New York to work with Michael Beirut and his team at Pentagram for a week (December 2015). Working alongside them was an amazing experience that showed me, with good ideas and excellent execution I could mix it with the best.

For a Q & A about the experience go to:
http://www.thecreativestore.co.nz/creative-talk/creative-talk-andy-bennett-qa/