VISION:

St Andrews Limes has been producing lime based products since 2002 in Havelock North, Hawke’s Bay. The business started with equal parts innovation and creativity, a prolific number of limes were juiced, turned into unique products and taken to the local Farmer’s Market. The enthusiastic reception of these first lime products cemented the establishment of the business.

With new owners, Matt and Tracy Day, at the helm it was an opportunity to do a complete rebrand. Fresh Designs was tasked with investing the old fashioned brand with freshness and appeal, enhancing the sense of heritage that it already had, whilst elevating it with greater appeal, nostalgia and sassiness. Taking it from the farmer’s market to boutique food stores and local supermarkets.

PATH:

The challenge was creating a brand and design that was cost effective and appealing yet generic enough to work across multiple glass and plastic jar and bottle shapes, whilst also enabling the company to overprint the labels in-house to save on costs. Research for the brand story and design uncovered a multitude of inspiring references which all inspired the direction of the final design. Explanations of the brand and design inspiration can be seen in the Brand board below.

See also the St Andrews Limonade and Gingerade project for more about this brand.