Client: NZ Sugar
Creative Strategy: Johnson McKay
Art Director: Johnson McKay
Design: Tanmay Desai
Campaign Management - Jay Watson
It's not very often that you get to work on a re-brand for a company that's been around since before your great grand-dad. Established in 1884, Chelsea Sugar is an iconic New Zealand brand that needed a fresh approach to how it engaged a new generation of kiwi home bakers.
After digging into Chelsea's market research, the Brand Strategy team at Fly built a communications plan around showing the reciprocal relationship between home baking and showing love. It all distilled down to two words: “Love Chelsea”. This sentiment was not a corporate request to be loved, but a statement about how kiwis love Chelsea and Chelsea loves them back. It was about reciprocity.
I was tasked to work closely with the CD and create a branding system that captured this sentiment. We had multiple assets to create, including most importantly a new tagline execution, supporting graphical devices and picking a new suit of fonts to fit Chelsea's new image.
The main challenge was that we had to build the new brand around Chelsea's existing iconic logo.
I explored various directions before developing a concept that reselmbled a sign-off at the end of a love-letter. This concept captured the sentiment of reciproal love and the semi-hand-drawn execution gave the brand a down-to-earth, approachable, less corporate feel.
The pink path became a symbol of Chelsea's involvement with the community across various media. It also became a useful visual tool to lead the eye through key elements in any communication, concluding at the "Love Chelsea" lock-up.
The new branding system is used across the broard for all advertising & marketing touch-points.