Brother Mountain Macadamias

Overview:

The team at Brother Mountain Macadamias craft a range of products using macadamias sourced from their 4th generation family farm at Stewarts River, in the Brother Mountain region of the Mid-North Coast NSW,  Australia and had built a loyal following selling at farmers markets.

When an opportunity arose to get their flavoured macadamias ranged in W Hotels, the team approached us to help create a premium offering which would feel at home in these upscale boutique hotels.

Strategy

After initial discussions we learned of the team’s respect for the land through their commitment to using sustainable farming techniques and the creation of wildlife corridors; we learned of their absolute commitment to producing quality macadamia products; and we also learned most of their competitors source their nuts from multiple farms.

In order to appeal and connect with the W Hotel’s younger, socially conscious clientele, our strategy was to create a more refined, contemporary look for the brand which better communicated their connection to place, their commitment to craft and their single-origin proposition.

We also needed to create packaging that better reflected the premium price-point and elevated the brand beyond what you would typically see at farmers markets.

Solution

After analysing the existing Brother Mountain Macadamia logo, brand identity and packaging we advocated for a complete refresh which would allow us to create a stronger, more cohesive look that would better align with the strategy.

We created a simple, confident logo to increase brand recognition, crafted lock-ups to highlight the brand’s single-origin proposition, created messaging which spoke of the brand’s connection to place, and utilised an abstract illustration style which reflected the brand’s commitment to craft. We also infused the new look with textures, stamps and hand-written words to create a sense of warmth and hand-made character.

The packaging design balanced clean space with pops of colour and texture, and utilised luxury finishes such as an embossed gold foil tamper seal to reflect the premium price-point.