Makikihi, South Canterbury 1893. This is where the story of the Bleeker family’s love of Agria potatoes started with Jac Bleeker – founder and chief potato scrutineer. Still family-owned today, the brand grows, harvests and cuts premium Agria potatoes locally and only puts the very best in each bag. We were tasked with bringing this local artisan story to life with a brand refresh that helped the brand push into North Island retail.
Jac, and the Bleeker family are known to be very particular with their fries and how they are produced. They grow, harvest, freeze and pack premium Agira potatoes locally – overseeing all operations with a meticulous eye. We focused on this core story, precisely when potatoes are judged to ensure they make the grade. Jac only picked the very best Agria potatoes to be cut and frozen (the first brand in New Zealand to do this) into bags. We created a branded badge with Jac at the centre, taking design cues from traditional alcohol brands (since beer and fries go together so well!) to encapsulate the ‘judging’ moment. A two-tone potato sack, brimful of potatoes, is used as a visual cue to the locally sourced harvesting and brand and variant colour blocking. Big, bold typography is straightforward and echoes their fry making-mantra of ‘keep things simple’. The brand is also first to market with a distinctive smaller bag – sized to contain two scoops of chips which is the standard serving for a family sit down dinner. A new look for a legacy brand looking to the future; doing Jac proud.
CREDIT
- Agency/Creative: Onfire Design
- Article Title: Onfire Design Create Brand and Packaging Design for Makikihi Fries
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: New Zealand
- Agency/Creative City: Onfire Design / Auckland
- Market Region: Oceania
- Project Deliverables: Brand Design, Brand Tone of Voice, Branding, Craft, Creative Direction, Design, Illustration, Logo Design, Packaging Design, Rebranding
- Format: Bag
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2022/23
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Credits:
Creative Direction: Matt Grantham
Design: Michael Nicholls
Design: Matt Grantham
Account Dorector: Lisa Capel
