Curious Design

Auckland, New Zealand

Creative Agency: Curious Design
Senior Designer: Monique Robins
Illustration: Jo Tronc
Project Type: Produced, Commercial Work
Client: Kapiti
Location: Auckland, New Zealand
Packaging Contents: Milk
Packaging Substrate / Materials: Plastic

As renowned producers of speciality cheeses and high quality ice cream, it made perfect sense for Kapiti Fine Foods to launch their own milk range. As you’d expect though, this is no ordinary milk-it is a premium, organic product that delivers on the Kapiti promise of quality, freshness and innovation. It’s as close as you can get to pure cows’ milk, with nothing added and nothing taken away.

Such a premium product obviously needed packaging that reflected all of these qualities. Firstly a proprietary bottle was created that featured an embossed Kapiti logo. A simple, classic shape that evokes all of the cues of a bygone age-when milk was delivered to your door in a glass bottle. Curious was then commissioned to create the packaging tone of voice to complement this. Our goal from the outset was to allow the rich, creamy quality of the milk to be the hero to the consumer and unencumbered by excessive visual ‘noise’. This was achieved by using transparent labelling, simple colour coding for each variant and an emphasis on classic typography and iconography-with a contemporary edge. The key feature of the product (organic) and the supporting lettering were handcrafted by artist Jo Tonc to reflect the care and attention that Kapiti lavished on creating this outstanding range of milk. All in all, a sophisticated solution for a very sophisticated brand.

As usual, Curious has delivered.