Revitalising a Legacy

McAlpine Hussmann has a deep history. McAlpine started in 1935 and built the first ice-cream cabinets and transport for frozen ice cream in New Zealand. It became re-known for innovation in commercial refrigeration and later air conditioning in the 90 years since. After 63 years it became McAlpine Hussmann and was acquired by Panasonic 9 years ago.

While marketed under “Hussmann” in Australia and elsewhere, in New Zealand it is known as “McAlpine Hussmann.”

With the opening of two new buildings in Hamilton and Tauranga, Lemonade were engaged to provide brand clarity, a brand framework and design for the new buildings’ signage, wayfinding, internal look and feel, and vehicle livery. Our aim was to also help tell the unique local/global McAlpine Hussmann story.

With the logo set, we developed a simple and powerful design element, to create a distinctive and more modern look for their brand. This leveraged off the unique contribution and brand recognition of “McAlpine” in New Zealand.

The stripes are in brand colours, which also represent the hot and cold of their commercial product offering. The stripes help with immediate recognition and visually differentiate the brand from competitors.

The three stripes represent:

· McAlpine + Hussmann + Panasonic which combine to leverage its local, regional and global strengths for product excellence and competitive advantage.

· The external-facing three core services – Commercial Refrigeration + Air Conditioning + Servicing.

The brand is crisp white with the full colour logo and the stripes for external clients, whereas behind the scenes internal spaces and communications, the white out of blue promotes the cohesion of all three companies.