new thinking
Glenorchy Air
Glenorchy Air operates awe-inspiring, intimate scenic flights from Queenstown and Glenorchy to Milford Sound, Mt Cook and beyond.
Spurred on by a change in ownership, Lemonade was tasked to refresh the brand direction and design across all touchpoints to elevate and update the brand in a competitive market. Following a brand workshop to articulate core values, business objectives, key audiences, mood and tone, we developed the brand design and positioning statement. We then brought the brand to life on the ground, online and in the air, while holding onto the brand’s legacy.
BRANDING AND DESIGN
LittleWolf
Since its founding in 2010, LittleWolf has become one of Auckland’s most admired catering brands, renowned for above and beyond service, an array of on-trend menus and exceptional styling.
Led by founder and chef Marcel Leydesdorff, a highly experienced team of chefs and event professionals take a customer-centric and creative approach to every client brief, while honouring traditional hospitality values.
It was then pivotal that the brand design and communications moving forward were updated to reflect LittleWolf’s offering, relevance, positioning and ambition for the business.
A hands on, collaborative, energetic & strategic Lemonade-facilitated brand workshop ensued that aligned stakeholders and informed the design brief. Three design directions were developed and fleshed out, with one being a clear front runner. Cognisant that catering & events are also reflective of the customer hosting, the brand design was bought to life across the myriad of touch points from the website to staff aprons to picture-perfect plated food.
TESTIMONIAL
“Lemonade is a small crew of talented people who take pride in producing a high standard of work. This has shown in the many projects they’ve completed for us - even the ones with really tight deadlines.
They’re responsive, great listeners and smart communicators. I can honestly say that Lemonade has transformed the LittleWolf brand, along with my ideas of what to expect from a creative partner.
Lemonade produced a strong, vibrant & innovative brand campaign that not only appeals to brand loyalists, but reaches new audiences.”
Marcel Leydesdorff,
General Manager LittleWolf
Ika Bowl
A team of young Kiwis wanted to bring to life their version of the global food trend Hawaiian Poké, with inspiration from their traditional Cook Island dish Ika Mata. We helped to develop the brand strategy and brand story, logo and tone of voice, as well as the store design concept which included artwork from local artist Askew.
We developed the signage, menu, staff wardrobe, photography style and website. With their authentic and unique brand & offering, an engaged social media audience, and great food, they are planning other sites and opportunities to grow the brand and the business.
TESTIMONIAL
“Poke is a global food trend but when we started out, a lot of Kiwis had never even heard of it. Lemonade helped us to create our brand and educate our audience. Using our Polynesian heritage as inspiration, they created a space that was fresh and unforgettable. They took care of the smallest details. From our branding to our website to our store - you name it, they nailed it.”
Rakai Beazley,
Founding Director, Ika Bowl
GeoTechnics
GeoTechnics has been providing reliable civil engineering services – and products via its sister brand MCC – for over 60 years. Lemonade was approached to help unite and strengthen the brand identity.
Our challenge was to rebrand and refresh GeoTechnics and MCC – two established brands – and unite them under the one familial umbrella, while keeping their individuality as stand-alone, but related business units & brands.
We began working with the in-house teams from both GeoTechnics and MCC uncovering the strengths, beliefs, motivations and impressions that would define our approach. These insights revealed the importance of people to the functional delivery of their business, being precision. We created the mantra “People + Precision” and developed a strong and flexible brandmark that communicated this mantra and gave a nod to a target for precision and an exposed core of the earth. We flipped the mark for MCC to give us a distinctive, yet related, brand.
window & Glass Association NZ
Our task was to rebrand three associations into one new entity – the Windows & Glass Association of NZ. Taking on board input from a large number of stakeholders, we worked through our brand workshop to articulate the values and brand statement which helped align various stakeholders to the new brand. Once the rebrand was completed, we worked through the digital offering, including creating the website and an app. The process involved distilling and translating a large amount of business-to-business technical information into consumer-friendly content with an accessible user experience online.
Testimonial
"The team at Lemonade helped us rebrand three associations into one entity. No mean feat.. We were impressed with their commitment to learning everything about us - our challenges and our capabilities. They made it their business to understand ours. The Lemonade team has gone on to become an extended design and marketing arm of our business. They always add value. They’re personally invested in the outcome of the work."
Brett Francis,
CEO, Window and Glass Association.
New Zealand
