Our Thoughts

Let’s be real : good isn’t good enough. Playing it safe won’t help you stand out—it’ll bury you in mediocrity. If you want to be bold, innovative, and lead the charge, you need to embrace discomfort. Whether it’s a new identity, NPD, packaging, comms, or strategy, true progress happens when you push into the unknown. The excitement? It lies just outside your comfort zone.

Get comfortable with the uncomfortable

The best ideas come from stepping into the unknown. Whether it’s a unexpected strategy, daring identity, bold packaging, that’s where the magic lies. Push to the edge of what feels safe—that’s where breakthroughs happen.

Safe kills creativity

Sticking to what’s familiar stifles creativity. Innovation requires risk, and risk delivers real rewards. Don’t aim to blend in—the bold stand out because they’re not afraid to break the mould.

Feel the fear and do it anyway

Fear is a sign you’re on the right track. Resistance—internally and externally—is part of the process. It’s human to fear change, but that’s where excitement lives. Push through the discomfort and trust the journey.

Start small, build momentum

You don’t need to leap into chaos. Start with small, bold experiments—a fresh idea, an unconventional strategy, or a daring approach. Each small risk builds confidence, and soon you’ll be ready to take on bigger challenges.

Growth happens at the edge

Real growth doesn’t come from comfort. It comes when you push past the familiar into new, uncharted territory. Be brave—that’s where the next big win awaits.

Conclusion :

If you’re not stepping into discomfort, you’re not pushing hard enough. True innovation and growth require risk. Face the fear, break new ground, and the rewards will follow.

Harness the true power of packaging

Packaging is a brand’s greatest asset, and with the right strategy and investment, it can unlock unprecedented success. Without this, it risks blending into the background, unnoticed. Steve Jobs once remarked that packaging is the “theatre” of a product. It shapes perceptions, sets expectations, and, most importantly, drives the behaviours that transform a brand into a cultural icon.

Packaging does more than convey quality; it communicates what a product represents, projecting the benefits that make consumers not merely want, but desire it. It’s an emotional trigger, creating that essential “must-have” moment.

To realise the full potential of packaging, businesses must move beyond tactical design and embrace a strategic vision—challenging consumer expectations, capturing attention, and fostering loyalty with a single, powerful interaction.

1. How strong packaging design impacts consumer decisions

First impressions are everything, and for many, packaging is the first—and often only—interaction a consumer has with a brand before making a decision. It’s not just about drawing the eye but about creating a connection. In a split second, a consumer makes an emotional judgement (we can’t help it – we’re human), and strong packaging design can influence that decision in your favour.

When design elements align with a brand’s identity and resonate with consumer values—whether through minimalist aesthetics, bold colours, or eco-friendly materials—packaging becomes a crucial driver of purchasing behaviour.

A well-designed package isn’t just functional; it’s persuasive, guiding the consumer towards a purchase without them even realising it. It’s a gut feeling because we’re all emotional, intuitive beings, despite our best efforts to be rational. We know that ompanies can’t control this process, but they can influence it by communicating the qualities that make one product different to another. And this can be done through packaging.

2. Packaging design’s role in brand perception and loyalty

Packaging is the physical embodiment of your brand’s promise. It’s a handshake, a conversation, a visual commitment. Iconic brands like Tiffany & Co., Apple, Aesop and Coca-Cola understand this power. Their packaging doesn’t just stand out; it reinforces their entire ethos. Tiffany’s blue box, Apple’s sleek minimalist design, Aesop’s apothecary-inspired bottles, and Coca-Cola’s iconic red and white label and unique bottle—each creates an emotional connection every time the consumer interacts with it.

Consistency in design builds trust, and with trust comes loyalty. When a consumer recognises a brand not just from a logo, but from the design ethos carried through its packaging, they keep coming back. This is what sets brands apart—creating a lasting relationship that goes beyond the product.

3. Differentiation through packaging in competitive markets

In a world of endless choices, packaging is your brand’s opportunity to break through the clutter. Whether or not a product gets chosen often comes down to the design’s ability to stand out. It doesn’t always have to be about extravagant shapes or high-budget finishes. A well-executed strategy with bold typography, colours, and messaging can do wonders.

The key to lasting differentiation lies in storytelling—showing the consumer how your product integrates into their lives or aligns with their values. In a crowded marketplace, your packaging must answer the question : Why should they care?

4. Trends in New Zealand and Australia packaging

Sustainability is no longer a trend—it’s a consumer expectation. Across New Zealand and Australia, brands are shifting towards biodegradable, recyclable, and minimal packaging that not only reduces waste but tells a compelling, eco-conscious story.

Today’s consumers want brands that walk the walk, not just talk the talk.

In this evolving landscape, simplicity reigns supreme, but it’s the emotional narrative—about a product’s origin, the company’s values, or its commitment to the planet—that connects with consumers. This is packaging with purpose.

In summary :

Packaging isn’t an afterthought—it’s a strategic asset, a vital part of a brand’s overall message and market position. In a competitive landscape, brands that succeed don’t rely on gimmicks or frills. They tell authentic stories through their packaging, and in doing so, inspire loyalty, build trust, and ensure long-term success.

In the end, packaging is far more than what wraps the product—it’s what wraps the consumer’s experience with the brand.

Let’s talk about how we can help your greatest asset, work even harder for you.

Why it’s non-negotiable for business longevity

In a world that’s moving faster than we can think, brands are often swept up in the lure of quick wins—viral moments, flash sales, or campaigns that ignite briefly before fizzling out. But here’s the truth : if you’re serious about thriving, rather than merely surviving, you need something much deeper. A brand strategy isn’t just a corporate accessory; it’s the DNA of your business’s future.

A brand strategy is not a logo or a tagline. It’s not a marketing trick. It’s a belief system—a way of thinking, behaving, and connecting that sets your business apart in an overcrowded, noisy marketplace.

At Tried&True, we know that without a brand strategy, your business is navigating without a compass. Here’s why this is the core of your business’s success.

1. Brand strategy : more than just marketing

A brand strategy isn’t marketing. Marketing is what you do. Brand strategy is who you are. It transcends the tactical, the promotional. It’s the blueprint that gives meaning to every action you take. A brand strategy cuts through the superficial noise and gets to the heart of what makes your business tick—your values, your voice, your position in the world.

When your strategy is clear, every campaign, every post, every interaction becomes intentional. You’re no longer shouting into the void; you’re building something that lasts.

2. Visibility in a sea of sameness

Let’s face it—competition is brutal. Everyone’s vying for attention, and if you don’t stand for something unique, you disappear. But a well-crafted brand strategy allows your business to claim its space with precision and confidence.

A brand that knows itself, knows its audience. It doesn’t just sell a product or service; it offers a story people can relate to, something they want to be a part of. You become more than a company—you become an experience, a belief system, a movement. And in a crowded market, people don’t just choose products or services—they choose identities.

3. Short-term gains vs. long-term growth

Brands built on quick wins are often fleeting. They light up for a moment but have no staying power. A long-term brand strategy, on the other hand, is an investment in your business’s future. It’s the difference between fireworks and a lighthouse. The fireworks grab attention—but the lighthouse is what guides people back, time and time again.

Short-term tactics may offer a sugar rush of visibility. But real growth? That comes from consistent, thoughtful brand building. You’re not looking for attention; you’re building loyalty.

4. Building trust and loyalty

Loyalty isn’t transactional. It’s emotional. And it’s impossible to build without clarity. Customers want to buy into brands that they trust, brands that stand for something. A solid brand strategy gives them that confidence—it’s the promise that you’ll deliver on what you say you will, every time.

When your brand is grounded in a well-defined strategy, your audience know who you are, what you stand for, and why they should choose you. Loyalty doesn’t come from a one-off interaction. It’s built through consistent, meaningful interactions that reflect a unified story.

5. The cost of a fuzzy brand

Without a clear strategy, your business risks becoming background noise—indistinguishable from the rest. Inconsistent messaging and scattered efforts lead to confusion, both internally and externally. A brand without direction is a brand on life support—constantly chasing trends instead of setting them.

The most dangerous thing you can do is become reactive, constantly shifting with the tides of the marketplace, without a firm foundation to stand on. And once you lose that core, it’s nearly impossible to regain.

The takeaway

At Tried&True, we see brand strategy as more than essential—it’s existential. A strong brand strategy isn’t just something nice to have; it’s your lifeline. It’s what keeps you relevant, relatable, and resilient in the face of shifting markets. Without it, you’re just another name. With it, you’re the name everyone remembers.

We live in a world where change isn’t just happening—it’s relentless. And brands, like the businesses behind them, need to be prepared for whatever comes next. A great product or service is no longer enough. Your brand is the glue that holds it all together, the magnet that makes your business not just relevant, but irresistible. So, are you brand ready?

Time for a brand check-up

We need to think of a brand being alive. It’s not some static logo or tagline—it’s a living, breathing force that shapes how people see you and connects them to your business. But here’s the reality: too many businesses let their brands gather dust, letting them slip out of touch. And if your brand isn’t working for you, it’s working against you.

How do you know if it’s time for a refresh? Ask yourself :

Does your brand reflect who you are today? – Businesses change (like we all do). You evolve, your offerings grow, you break into new markets. But has your brand kept up? It should be a mirror to who you are right now, not who you were five years ago.

Is your brand distinctive? – In today’s noisy marketplace, blending in is suicide. If your brand doesn’t stand out, it’s not standing a chance. The best brands don’t just sit there—they shout. They’re unmistakable.

Is your brand future-proof? – A great brand isn’t just about today—it’s got to be ready for tomorrow. Can it adapt as consumer expectations shift? Can it grow with the times?

Does your brand fit your future? – As you grow, what you offer might change. But is your brand still in sync with that? Too often, businesses expand but their brand doesn’t. It causes confusion, dilutes your strength, and leaves customers scratching their heads. Keep your brand aligned with where you’re headed.

The power of a brand refresh

Refreshing your brand doesn’t mean throwing out everything and starting from scratch. It’s about taking what’s working, fixing what’s not, and sharpening your focus. The most successful brands manage to balance heritage and innovation. They hold onto what makes them special, but they’re never afraid to embrace change.

Look at the brands that dominate. Apple, Nike, Unilever—they’ve mastered the art of staying relevant. Their identities, messaging, and tone of voice evolve in tune with their audience. They don’t follow trends for the sake of it—they lead with purpose.

Refreshing your brand is about being ready for the future, not chasing the latest fad.

Why brands matter more than ever

We live in a world where products are copied, prices are slashed, and everything can be undercut. What makes you different? IT’S YOUR BRAND. That’s your secret weapon. A strong brand builds loyalty, creates trust, and, most importantly, forges emotional connections. People don’t just buy products—they buy into brands they believe in.

So, where does your brand stand today? Is it still striking a chord with your audience? Is it aligned with your ambitions? More importantly—is it future-ready?

Time to get serious about your brand

The power of a brand is easy to overlook—until it’s too late. The brands that win are the ones that constantly challenge themselves. They ask the tough questions : Are we leading or following? Is our brand telling the right story? Is it doing everything it can to move us forward?

The brands that stand out are proactive, not reactive. They don’t wait for the competition to change the game—they’re the ones changing it.

So, is your brand ready? Ready to evolve? Ready to inspire? If there’s even a flicker of doubt, now’s the time to act. A great brand isn’t just for today. It’s the key to tomorrow.

The brands that thrive are those that know their most valuable asset is the story they tell. And they never stop refining that story.

Let’s talk about how we can help you get your brand ready for what’s next.