Coupland’s

Coupland’s mission is ‘to deliver good quality food that Kiwi families love’. We were tasked with improving the expression of Coupland’s brand values and bringing clarity to the core brand proposition by presenting a more relevant and cohesive brand image. On their range of bread and pies, we strategically reviewed the packaging and communication of the different product tiers so that customers better understand the value proposition and the product attributes and benefits of each range. The project involved the total redesign of the brand identity, the creation of the strapline and the Coupland’s brand promise, as well as new creative for the outdoor billboards, livery, and bus backs.