Culture Living Food

Agency: Onfire Design
Creative Director: Matt Grantham
Designer: Michael Nicholls
Designer: Georgina Brothers
Location: New Zealand
Project Type: Produced
Client: Walter & Wild
Product Launch Location: New Zealand
Packaging Contents: Make-at-home food
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

Food DIY has been a niche market that is rapidly becoming mainstream. Consumers who are taking interest in what goes into their food are seeking out new brands that make this easy while also not compromising on flavour experiences. As a category, powdered yoghurts has served consumers with a standard range of flavours to make-at-home with little innovation. Enter Culture, a premium offering that offers category breaking flavours and all the essential ‘active cultures’ that offer great gut health. This is a straight-up, fresh, lively and fuss-free brand that allows consumers to simply get on with eating great tasting, healthy food.

We took the ’straight-up’ nature literally. Using typographic influences from music billposters and indie magazines, we created a bold and minimalist brand that is the antithesis to the market incumbents. This is about a living food lifestyle and movement, not just about the core product. The packaging is equally stripped back. Pops of bright colour and white disrupt shelf space with pack copy that highlight the heightened flavour profiles and good gut-loving that this product delivers. Culture is truly a brand on an uncompromising mission to deliver living food, that tastes amazing. Happy days!