Some brands
just win

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They command attention before they say a word. They attract the right customers, charge what they’re worth, and build loyalty their competitors can’t touch. That’s not luck. That’s what happens when design is built on the right strategy.

We build those brands —

Tried&True is an independent branding and design agency. For over 30 years we’ve worked with businesses across New Zealand, Australia and around the globe — helping them find the clarity that makes growth possible.

We work where strategy and design intersect. Not one, then the other. Both, together, from the start. The result is brands that don’t just look right, they perform. In the boardroom and on the street. At every touchpoint, in every market, in front of every audience that matters.

Our clients range from globally recognised corporations and government agencies to ambitious businesses making their first serious move. The brief changes. The standard doesn’t.

 

Tried&True is a
New Zealand Government
approved supplier of
Creative Services

All-of-Government (AoG) panel

SELECTED
WORKS

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A brand is only as strong as what it actually does in the world. Here’s a selection of work where strategy, design and ambition came together to move a business somewhere new.

Medical Technology Association NZ A dated identity was holding back one of New Zealand's most vital health organisations. We rebuilt it from the ground up.
Good Feeding A science-backed nutrition programme needed a brand parents and health professionals would trust. We named it, shaped it and opened the door to global expansion.
Blueprint Global A global logistics business that looked like a generic freight company. We gave it a brand as intelligent as its operation.
Junior Tri-Nations Indoor Netball 2024 New Zealand hosting an international youth tournament needed an identity with real energy. We delivered one bold enough to match the athletes.
Kāpiti Premium dairy credentials, new category. We created packaging bold enough to own the chiller aisle — and won Gold at the Transform Awards.
GoalsGetter One of the world's largest investment companies wanted everyday Kiwis to feel like investing was made for them. We built the brand from scratch — name, strategy, identity and made it feel possible.
Service Foods New Zealand's largest private food distributor kept being mistaken for a catering company. We reframed the brand around provenance — farm to delivery.
The New Zealand National Party A political identity that had grown static and corporate. We modernised it without losing what made it recognisable.
Church Road Single Vineyard A new premium tier for Church Road, positioned between Grand Reserve and Tom. Built on the idea that simplicity is the ultimate sophistication.
Kingmakers Racehorse syndication is a conservative world. We gave this one the identity of a genuinely modern, elevated offer.
Brand Marks A logo is the most distilled expression of a brand — one mark that has to carry meaning, stand out and endure. This is a selection of identities we've built across industries: each one grounded in strategy, refined into form, and designed to do real work in the world.
See More of Our Work

DESIGN WITH
A DIFFERENCE

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Most design problems aren’t design problems.

They’re clarity problems. A business that can’t articulate what makes it different can’t brief an agency to express it. A brand built on a vague brief produces a vague result — and vague brands get ignored.

We start before the design starts. Every engagement begins with the hard questions : What does this business actually stand for? Who is it really for? What needs to be true for a customer to choose it over every alternative? When those answers are clear, design stops being a cost and starts being a competitive weapon.

Our work spans consumer goods, finance, food and beverage, health, property, sport and government. We’ve launched challenger brands from nothing, repositioned established names that had lost their way, and built global packaging systems for some of New Zealand’s most exported products. The category changes. The rigour doesn’t.

We don’t believe in design that only works on awards night. We believe in design that wins on the shelf, earns trust in the boardroom, and builds value over time. If you want a brand that works harder than it costs, let’s talk.

Ready to find out
what your brand
could be doing?

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We offer a no-obligation discovery conversation — 30 minutes to explore your challenge and share how we’d approach it. No pitch deck. No pressure. Just a straight conversation.

LET’S TALK →