Pāmu’s premium Pure Organic milk offering has a compelling provenance story focused on a select few organic farms in the Central North Island. In building the brand, we wanted to emphasise its artisan cues by leveraging the holistic, organic New Zealand way of farming. The Pure Organic product needed to communicate its natural, authentic goodness as a point of difference in the current dairy market.

To give the brand context and credibility, the execution needed to visually represent New Zealand farming and what it stands for. A circle shape on front of pack creates impact on shelf, and draws the eye with cues from New Zealand nature and dairy scenes. Their hand painted style reflects the product’s organic status, while the use of blue and green tones reinforce the brand’s fresh, friendly and elegant nature. Launched in 2018, this warm, trustworthy and premium brand is growing sales and attracting copycats – the sincerest form of flattery.