Tui Repackaged

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Derrick Lin


Designed by DesignWorks, New Zealand.

Great brands can be like crown jewels: worth a lot, but needing a polish now and again. By literally putting a quality badge on the brand, we reminded people of what made Tui great in the first place. The new innovation and beer award credibility were encapsulated in a symbol that also added new sharpness. This badge was extended into a system that at every touchpoint is uniquely Tui. On bottle it’s a crest that reframes the iconic elements in a fresh new way. At AMI Stadium it’s a powerful signage system that elevates the brand. On signage and livery it’s an organised way to see Tui at its best. The net result is a brand that looks and feels sharper, doing the beer the justice it deserves.