To refresh the Telegraph Hill label so that it is contemporary, reflects the brand truths, the premium quality of the products and is identifiable as Telegraph Hill while still standing out on the shelf. Specifically to rebrand 6 Telegraph Hill healthy range products and develop a brand story. What was essential was that the Telegraph Hill red brand colour remained. Label design needed to be modern, bold, playful, friendly, feminine, upmarket, consumer focused and colourful, while still sitting comfortably alongside the existing products with existing branding. It was also important to use a colour palate and ingredient graphics to help the consumer differentiate between the product categories. A palate that could eventually be rolled out across the range.
Since 2001 Telegraph Hill has been producing award winning olives & olive oil & hand crafting innovative condiments, sauces & drizzles. Foods that nourish & sustain our bodies, free of artificial preservatives, colours or flavours. Telegraph Hill can be found in Hawke’s Bay on the East Coast of New Zealand, an area blessed with fertile soils and a warm, temperate climate. The perfect ingredients for it’s award-winning gourmet products.
Telegraph Hill is surrounded by magnificent landscapes waiting to be explored. From the top of Te Mata peak you have a view east to one of the first sunrises in the world, to the west a view over the Heretaunga Plains where half of New Zealand’s total production of fruit, vegetables and grapes is produced.
The colours of the packaging take inspiration from the magnificent sunrises over the Hawke’s Bay, one of the first regions in the world to see the sun rise. Shades of which are also reflected in ripening olives. The hero colour, is the eye catching red of the sunrise as well as the Telegraph Hill logo and brand colour. The gradient fills are a reflection of the infusion and blending that occurs in making the products, resulting in depth of flavours.
The sunrise is also apt for the new products being released, symbolising new beginnings as well as the purity of the ingredients. Sunshine, warmth, it inspires, it energises, it renews, much like the products.
The subtle imagery on the packaging takes it’s inspiration from Telegraph Hill and it’s first grove as well as the natural landscapes and wide open spaces particular to Hawke’s Bay and New Zealand.
Rebrand Development, Concept, Label Design, Copy