Stretching and stepping a brand up 

Developing a new product and packaging design that will step change an established brand into new areas based on clear consumer understanding and size of prize analysis.

The New Zealand beer market has been traditionally dominated by two major breweries, Lion Nathan & DB. The strength under-pinning these breweries is the domination of the very large mainstream beer market. In a short period this mainstream market started to change it's shape allowing for opportunities to be taken by the non-traditional players if the key dynamics and consumer insights were correctly identified and understood. Independent Liquor was looking to widen and strengthen it's beer portfolio to credibly challenge the incumbent powerhouses; the question was in what areas and with what brands?

Taking the start point of clearly segmenting the beer market into a consumer needs model, clarifying the segment dynamics and key components for success cross checked against Independent's current portfolio and operation capabilities, a strategic portfolio plan was developed. This portfolio plan spawned a series of product concepts which were then researched and developed further into final product concepts. Ranfurly was identified in this process as the best vehicle to target the mainstream area of the market within the strategic portfolio planning. We then worked up the product and brand briefs for Ranfurly Draught and for new products Ranfurly Ale and Ranfurly Lager. Each product has a clear role and clear consumer type to target. Off the back of this work we were charged with starting the lager primary packaging design development and leading the brand development for the Ranfurly brand architecture. Ranfurly Frontier Lager is a modern, clean and relevant product built on clear consumer understanding which will be the main player in establishing Independent Liquor in the majority prize area of the New Zealand beer market.

Back to The Guild