From Farmer’s Markets To Upscale Hotels; How We Helped A Macadamia Brand Tap Into A New Market With A Brand Refresh.
Case Study: Brother Mountain Macadamias
Year:
2023
Deliverables:
Brand Identity
Packaging
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The team at Brother Mountain Macadamias craft a range of products using macadamias sourced from their 4th generation family farm at Stewarts River, in the Brother Mountain region of the Mid-North Coast NSW, and had built a loyal following selling at farmers markets.
When an opportunity arose to get their flavoured macadamias ranged in W Hotels, the team approached us to help create a premium offering which would feel at home in these upscale boutique hotels.
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After initial discussions we learned of the team’s respect for the land through their commitment to using sustainable farming techniques and the creation of wildlife corridors; we learned of their absolute commitment to producing quality macadamia products; and we also learned most of their competitors source their nuts from multiple farms.
In order to appeal and connect with the W Hotel’s younger, socially conscious clientele, our strategy was to create a more refined, contemporary look for the brand which better communicated their connection to place, their commitment to craft and their single-origin proposition.
We also needed to create packaging that better reflected the premium price-point and elevated the brand beyond what you would typically see at farmers markets.
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After analysing the existing Brother Mountain Macadamia logo, brand identity and packaging we advocated for a complete refresh which would allow us to create a stronger, more cohesive look that would better align with the strategy.
We created a simple, confident logo to increase brand recognition, crafted lock-ups to highlight the brand’s single-origin proposition, created messaging which spoke of the brand’s connection to place, and utilised an abstract illustration style which reflected the brand’s commitment to craft. We also infused the new look with textures, stamps and hand-written words to create a sense of warmth and hand-made character.
The packaging featured a clean, contemporary aesthetic mixed with luxury finishes such as an embossed gold foil tamper seal to reflect the premium price-point.
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Secured Ranging In W Hotels
This was the key objective for the project. The new 100g tins were instantly accepted and ranged by the team at W Hotels who loved the new look and felt the design and messaging was on point for their clientele.
The success of this project has also led to further opportunities with W Hotels, who are currently exploring new product ideas with the Brother Mountain Macadamia team.
A Stronger, Flexible Brand Identity
The new brand identity and packaging better reflected the brand’s values; highlighted their ownable single-origin proposition; and provided a suite of strong, versatile brand assets that can flex across any future products.
A deep connection to place and a commitment to craft.
We collaborated with brand owner Amanda Humphries, a talented artist in her own right, to create abstract illustrations that evoked the Brother Mountain landscape. We utilised Amanda’s artwork to create depth and texture, and to further emphasise the brand’s commitment to craft.
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Our packaging design featured:
Custom landscape illustrations for each flavour which wrapped around the entire can.
A tamper seal with gold foil and embossing to dial up the premium cues and reflect the higher price-point.
A confident, clear logo to maximise brand recognition and standout on shelf.
Single-origin stamps and romance copy to reinforce the brand’s connection to place.
Snapshot of the previous brand identity:
Kind Words:
“...we are blown away with the results and appreciate the way you work and bring together so many elements but so subtly. You went above and beyond especially when we needed your help with the tight deadline.
And you were a joy to work with”
- Amanda and Alistair
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