Kapiti Organic Milk

by Natalie Mouradian on 12/07/2016 | 3 Minute Read

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Curious Design, an agency from New Zealand designed this delicious new look for Kapiti Organic Milk. Kapiti is a local company that aims to provide quality dairy-products for all your dairy-loving needs. 

"As renowned producers of speciality cheeses and high quality ice cream, it made perfect sense for Kapiti Fine Foods to launch their own milk range. As you’d expect though, this is no ordinary milk-it is a premium, organic product that delivers on the Kapiti promise of quality, freshness and innovation. It’s as close as you can get to pure cows’ milk, with nothing added and nothing taken away. Such a premium product obviously needed packaging that reflected all of these qualities."

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The design is simple in its transparency, as the consumer can see the freshness of the product right away. The milk and single-serve cream definitely sell themselves while standing out on the shelves. The script in "Organic" is playful and reminiscent almost of handwriting for a grocery-list, while the seal reinforces the actual organic quality of the product. 

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"Firstly a proprietary bottle was created that featured an embossed Kapiti logo. A simple, classic shape that evokes all of the cues of a bygone age-when milk was delivered to your door in a glass bottle. Curious was then commissioned to create the packaging tone of voice to complement this. Our goal from the outset was to allow the rich, creamy quality of the milk to be the hero to the consumer and unencumbered by excessive visual ‘noise’. This was achieved by using transparent labelling, simple colour coding for each variant and an emphasis on classic typography and iconography-with a contemporary edge."

"The key feature of the product (organic) and the supporting lettering were handcrafted by artist Jo Tonc to reflect the care and attention that Kapiti lavished on creating this outstanding range of milk. All in all, a sophisticated solution for a very sophisticated brand. As usual, Curious has delivered."

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Agency: Curious Design

Creative Director: Nigel Kuzimski 

Senior Designer: Monique Robins 

Illustrator: Jo Tronc

Location: Auckland, New Zealand

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