NZMP Brand Identity

Agency: Hula
Client: NZMP
Design Direction: Alice McKeown, Tan Desai
Creative Direction: Mark Benseman
Team members: Marela Glavas, Sam Harris

NZMP is the business-to-business ingredients brand of Fonterra. With an annual turnover of around US$17 billion, Fonterra's core business consists of exporting dairy products under the NZMP brand.

I worked with them in my capacity as a senior designer at Hula to create an evolved brand identity to simplify and consolidate their system and unify NZMP’s product teams with a powerful and consistent brand.

The new brand positions NZMP as a company that delivers ‘World Leading Dairy Expertise’ by unlocking the natural potential of dairy, ultimately helping customers get more from their products.

At the centre of the identity is a dynamic, angular shape that emphasises NZMP’s leading edge dairy expertise. We also developed a comprehensive visual, verbal and motion identity system that reveals itself through simple touches of movement that capture the expertise and performance of NZMP’s dairy ingredients.