Derrick Lin


Agency: Supply
Design Direction: Emma Rogan
Project Type: Produced, Commercial Work
Client: TopShelf
Location: Auckland, New Zealand
Packaging Contents: Artesian dips and condiments
Packaging Substrate / Materials: Plastic
Printing Process: Seven Colour Digital Printing

A family owned company, TopShelf make delicious artesian dips and condiments, free of preservatives and from the best ingredients. Looking to evolve their brand they undertook an energetic but off-brand packaging refresh that ultimately led to poor visibility on shelf and a loss of perceived quality. This resulted in a sharp decline in sales, delisting from supermarkets and an eventual phone call to Supply for help.

Working closely with the team at TopShelf we initialised a series of workshops to identify their market, and the values of both the product and the brand. From out of these insights we built a design-led strategy, and developed a packaging system that embraced what makes TopShelf unique; natural, batch-made, local, honest, a premium staple and artesian.

In collaboration with designer Emma Rogan, we created a concept of artful plating presented through bespoke brush marks, natural ingredient accents that suggest taste, and crafted typography. Finally we placed the product in all clear packaging resulting in a product that consumers could see and trust, with a strong shelf presence.

TopShelf quickly experienced a 430% increase in sales within four months of the new packaging launch without any supporting traditional marketing. They’ve been restocked into supermarkets, and have been gaining rapid momentum through new placements.