Capture the
good of life

Anathoth might be difficult to pronounce (arn-a-tot) but the brand keeps things simple - producing great jams, chutneys and relishes that people love. They do this by following the traditional and universal recipe which is simply half fruit and half sugar – with all the goodness of quality, real whole fruit. Take this simple recipe with the great people that put their heart and soul into making Anathoth Farm products, and you get a beautifully simple story.

The brand team came to us as they wanted a meaningful refresh that would allow the brand to be more future focused from a positioning and NPD pipeline standpoint. We were able to employ our meaningful brand approach, in order to develop a new brand platform and exciting proposition that aligned with trends, and cultural and category truths.

Jams and chutneys as a category are typically seen as old fashioned, and much of the packaging in the market reflects nostalgia and a simplistic old world view. We needed to develop a new identity that allowed the brand to modernise and attract new customers, without alienating current loyal consumers.

To do so, we put our focus into the simple story of capturing goodness, that became the centrepiece of the modernised Anathoth brand identity. The beautiful and dramatic South Island, the best fruits and ingredients, the heart and soul that goes into each and every product - all captured in the little tubs that are bursting out with great taste. To further emphasise the beauty of plant-based ingredients, we developed a woodblock illustration style that captured the perfectly imperfect real fruit and veggies through texture, shape and form.

Through our meaningful brand approach we were able to take our design ideas and new platform through our validation process direct with consumers. By gaining invaluable insights we ensured that we finished with a compelling design that not only excited the brand’s loyal consumers, but built momentum with new shoppers to the brand.