A new way forward for a Kiwi breakfast icon

One of New Zealand’s iconic brands, Hubbards has long be a symbol of Kiwi ingenuity. Born in the shed (Dick Hubbard’s shed to be exact), what began as a quintessential garage project 30-odd years ago became New Zealand’s first muesli – and is still a staple of Kiwi breakfast tables today.

In 2018 Dick and Diana Hubbard passed the torch, and the brand needed to shift from a founder-orientated organisation, to standing on its own. After a number of years in market, it was decided that a new strategic approach was required.

A new brand strategy helped to capture who Hubbards is as an organisation today, while still retaining its Kiwi-centric DNA.
A brand essence of Fuelling Possibility was developed, and a framework to guide NPD, marketing, content and the brand’s charitable initiatives. A refreshed tone of voice, story and ownable brand language brought the new strategy to life externally.

The strategy rolled through into product, where we worked in partnership with Hubbards and their design team to deliver range strategy, brand architecture, packaging, product naming, and packaging copy.

Gold - World Brand Design Awards 2022 (BeMighty)
Winner - Good Design Awards 2022 (BeMighty)
Finalist - Best Awards 2022 (BeMighty)