Despite growth in New Zealand and Australia and increasing product demands from Asia and the Middle East, OOB was battling fierce competition in both the organic and general grocery categories. The company needed a confident brand position from which to create impact and drive trade and consumer engagement as they prepared to push into overseas markets.

At their core, the OOB brand is simple, honest and pure: no added flavours, no added preservatives, no added enhancements. Just the enjoyment of real cream, real fruit, real ingredients.

Most organic food brands rely on tried and true “organic” cues to define their visual identity. The result is an unnecessary narrowing of their consumer audience and a lack of differentiation on the shelf. The rebrand of all OOB packaging needed to reflect their simplicity of ideas as well as stand out on the shelf and appeal to both organic and mainstream markets.

Steering clear of “organic”, “ye olde ice cream” clichés with a bold new brand identity and ice cream packaging for a premium New Zealand organic food producer — we showed everyday consumers that good health and product desire don’t have to be mutually exclusive.

We kept it simple: just the colours needed to tell our story of each flavour. Unexpected colour combinations created a non-traditional palette: a balance of dark, bright and POP, plus white (the cream in the recipe) to bind them all together.

Its juicy, unique, refreshingly fashion-aware personality creates desire to rival any other ice cream — organic or not.

Supermarkets in both Australia and New Zealand have been excited to have a bold showing of colour in this category — and are taking on a fuller range of SKU’s post rebrand. The proven and growing sales opened the door to a new product offering of OOB’s to be stocked in supermarkets country wide.