Torpedo7 New Zealand Packaging Re-brand

Torpedo7 needed to establish a new design system for their in-house brand, that brings the brand in-line with the modern consumers’ attitude toward the outdoor category. While the brand has always been aimed to be family-friendly and premium quality, it was starting to lose its relevance with its changing audiences and struggling to connect with those kiwis who are eco-conscious.

The new, bold, minimal look and strong tone of voice stand out in a world of developing outdoor trends, that focus on sustainability and reuse. Utilizing a rich green to represent nature, along with crisp photography, Torpedo7 aimed to create an alluring brand without coming across as cold and masculine. The redesign makes quality front and center, instilling a feeling of confidence that guarantees they’re choosing the right product for their family or an epic adventure.