Ngati Porou Seafoods Group
Moving the brand forward
Ahia – Fire of the Chiefs
Ngati Porou Seafoods Group came to me looking to come on board as a primary design resource. I was able to not only concept and produce their BAU materials including social media posts, sales tools, posters, trade presenters, recipe cards, etc. But also saw an opportunity to increase shelf presence with their main fillet packs through a packaging and brand refresh.
Since then, we’ve launched 5 new products, won 5 Food Producer Awards (1 gold, 2 silver, 2 bronze + a Best in Class) and have expanded to many more stores across the country. Additionally, we’ve secured a partnership with AirNZ and are moving into MyFoodBag.
Services providedBranding & brand positioning
Packaging
Printing and delivery
New product development
The first task was updating both the Ahia and Ngati Porou Seafoods Group brand marks to be more readable and refined. The mangopare for the main Ahia mark is a simplified version of the NPSG more complex illustration.
We then set about redesigning the packaging to have more shelf presence and tell consumers more about the product. It needed help people differentiate between the different fillet packs, and be robust enough for new product development to add additional fish species down the track. We then contacted food stylist, photographer and recipe crafter, Sally Cameron, to help us take develop new recipes and take a suite of photos that showed off just how good the fish could look.
From the year I came on board to six months after the refresh rolled out, sales increased 400% and Ahia had secured a partnership with AirNZ.
The biggest development for Ngati Porou was the introduction of a line of dips that featured three of their fillet ranges. We designed the pottles they came in and crafted the final labels with the design of the fillet ranges in mind.
We designed all BAU materials for the Ahia brand, including sales tools, banners, tasting tables, market booths, advertisements in the Gizzy Herald, recipe cards and many others. The brand we developed was easy to implement and could be retooled for many different purposes with little difficulty.