Our Thoughts

When it comes to branding, foodservice is too often treated as the neglected cousin—functional, invisible, and unfortunately unloved. Time and time again, we see this critical sector disregarded, its branding an afterthought. Large, utilitarian packaging slapped with uninspired, unconsidered labels. Websites and product brochures that feel like they were slapped together out of necessity, rather than designed to inspire. Communications that barely tell a story. Why? Because it’s assumed that chefs and bulk buyers don’t care. But that assumption is dead wrong.

Here’s the thing: we are all consumers. Whether you’re buying for a bustling commercial kitchen or your home pantry, every interaction with a brand shapes perception, loyalty, and choice. Arguably, foodservice branding deserves even more attention than consumer brands. Why? Because the decision-makers in foodservice—chefs, caterers, and procurement officers—aren’t just buying for themselves. They’re buying for all of us. Their decisions influence what we eat, what we trust, and what we remember.

“It’s not worth the spend” is the lazy argument

There will always be those who argue that foodservice branding isn’t worth the investment. It’s bulk goods, right? Used quickly, poured into giant pots, hidden in back kitchens or freezers. No one cares about the label or the logo, or even the website or brochure. But here’s the counterpoint: every touchpoint matters. Bulk doesn’t mean invisible.

Those products are seen by chefs, kitchen staff, purchasing teams, and even the delivery teams handling the goods. Websites are visited by decision-makers comparing suppliers, and brochures or digital materials land on desks during procurement reviews. Every single one of these touchpoints either builds or erodes trust in the brand. A neglected brand screams indifference—and indifference is the quickest path to irrelevance.

The fact is, when foodservice branding is weak, it signals to buyers that the product behind it is no different from any other. And if a product is just a commodity, then why not swap it out for something cheaper? Why stay loyal? Why care? When you neglect your brand, you give your customers every reason to look elsewhere.

Foodservice deserves the same love as FMCG

We pour millions into consumer brands—sleek labels, glossy campaigns, emotional storytelling—because we know consumers respond to brands that feel alive. Foodservice deserves the same energy. These are products used by professionals who shape the foods, the meals and memories of millions. They deserve brands that inspire trust, confidence, and pride. They deserve websites and brochures that tell a compelling story, and labels that communicate quality and care—not indifference.

Let’s not kid ourselves—foodservice buyers are savvy. They understand value, they see through the spin, and they’re drawn to brands that speak their language. That doesn’t mean gold foil and flashy gimmicks. It means smart, thoughtful branding that reinforces the product’s quality, reliability, and purpose.

Branding is not optional

Foodservice brands need to stop thinking of themselves as mere commodities. A great brand isn’t just a name or a label; it’s a promise, a story, and a competitive edge. It’s the difference between being chosen and being replaced. Yes, pricing matters. Yes, bulk buyers look at the bottom line. But don’t underestimate the power of perception. A strong brand can tip the scales when price and quality are equal.

Websites, communications, brochures, outer cartons even your livery on your trucks are critical in telling your story and sharing what sets you apart. If these aren’t considered, you’re giving up a vital opportunity to stand out and build loyalty. Your brand isn’t just seen; it’s experienced across touchpoints, from the label on the product to the information on your website.

Don’t take foodservice loyalty for granted

Here’s the brutal truth: loyalty in foodservice is fragile. One slip—a cheaper alternative, a more compelling story, or a packaging redesign from a competitor—and your brand can be left on the shelf. Don’t take your place in the kitchen for granted. Just because your product is being used doesn’t mean it’s loved. And if it’s not loved, it can be replaced.

The call to action

We need to start treating foodservice branding with the respect it deserves. Chefs, caterers, and bulk buyers are not faceless, emotionless automatons. They are professionals who take pride in their craft, and they want to work with brands that do the same. Give them something they can trust, something they can believe in, and something they can stand behind.

Your story matters. Whether it’s told through a product brochure, a website, or the simple touch of a label, it needs to be considered, cohesive, and compelling. Because at the end of the day, foodservice isn’t the poor cousin of consumer brands—it’s the backbone. And a strong backbone deserves nothing less than a strong brand.

Ah, acronyms, my dear friends—the corporate world’s little linguistic landmines. They’re everywhere, lurking in meeting rooms, hiding in emails, springing up in PowerPoints like weeds in your garden. One moment you’re cruising through a conversation, the next you’re neck-deep in “DRIs” and “TAWs” and “MVPs,” and you’re thinking, “Am I at a business meeting or trying to crack the Enigma Code?”

Now, if you’re in the creative industry like me, acronyms are like a foreign film with no subtitles. We speak in ideas, colours, and caffeine-fuelled epiphanies, not capital letters strung together like bad Scrabble hands. I once sat through a meeting nodding and smiling as everyone discussed an “OCD.” I thought, “Wow, they’re really into mental health awareness!” Turns out it was “Organisational Change and Development.” And here I am, trying to sprinkle empathy into the presentation!

But let’s dig deeper. Why does the corporate world love acronyms so much? Is it efficiency? No way. It’s like a secret handshake—if you get it, you’re part of the cool kids’ club. If not, you’re left Googling “FUBAR” in the middle of the meeting, only to discover it doesn’t mean what you think it means. Cue awkward throat clearing.

And real-time interpretation? Forget it. By the time you’ve figured out what “CTR” means—Click-Through Rate? Container Transfer Receipt? Cheesy Taco Rolls?—the conversation has moved on.

The best part? Acronyms are unintentional little nuggets of surrealism. I once heard someone say, “We’re going to escalate the SLA for the LMA.” And I’m thinking, “Are we collaborating with LMFAO on a new dance track?” Suddenly, the meeting feels a lot funkier.

And then there’s this new trend of using acronyms that are clumsier to say than the original words—WFH, working from home. More like WTF. Seriously, if your acronym takes longer to pronounce than the phrase it’s abbreviating, maybe it’s time to reassess life choices. If you need a glossary to keep track of all your acronyms, then it seems they’re really not doing the job of making life easier.

But acronyms are more than words. They’re riddles. Tiny puzzles sprinkled into the everyday, forcing you to decode, adapt, and occasionally smile at the absurdity of it all. And that’s just the way it is—acronyms, the corporate world’s own secret language. If you don’t know it, just nod like you do and keep going. That’s the real trick.

In 2025, your brand’s survival will depend on one thing: personality. A recent study revealed that 90% of consumers are more likely to trust a brand that feels personal and relatable. Yet too many New Zealand businesses are still clinging to outdated ideas of professionalism that feel cold, corporate, and detached. Here’s the hard truth: serious is out, and personality is in.

For decades, industries like insurance, finance, and utilities leaned on seriousness to establish authority. Stiff collars and corporate jargon were the norms. But here’s the reality: Kiwis don’t want to engage with something that feels cold, aloof, and unrelatable. Today, the most successful brands are those that feel like people—approachable, engaging, and yes, fun.

How seriousness became irrelevant

Take the insurance sector. It wasn’t long ago that the industry was defined by forgettable slogans, bland literature and soulless advertisements focused solely on promises of security and stability. But the game has changed. New Zealand brands like Tower Insurance and AA Insurance are leading the charge, shifting to relatable storytelling and ads that make you laugh, smile, or feel understood. Tower’s campaigns, for instance, use simple, human moments to resonate with everyday Kiwis—showing they understand real lives, not just policies.

This isn’t frivolous; it’s a strategy. These brands have realised that injecting personality into their marketing doesn’t just grab attention—it builds trust, establishes loyalty, and wins hearts. People want to feel something, even in “serious” industries like insurance.

Finance finds its human side

Finance has also undergone a seismic shift. Once a bastion of impenetrable seriousness, financial services are learning the value of approachability. Apps like ASB’s Clever Kash have shown how relatability and humour can break down the intimidating walls of finance. This little digital piggy bank wasn’t just functional—it was fun, engaging, and resonated with parents and kids alike. It turned saving money into a shared experience, not just a chore.

Banks face a unique challenge in 2025. With local branches becoming less common and digital tools taking over, human connection risks being lost. While chatbots may ask, “How can I help you today?” they often fail to provide a truly helpful or personal touch. Financial brands that embrace care, empathy, and relatability in their communications—whether online, in-app, or face-to-face—are the ones thriving. Consumers don’t just want convenience; they want to feel understood and valued. Connection is what transforms financial services from transactional to meaningful, creating loyalty in a sector where trust is paramount.

Personality across every industry

It’s not just traditionally “serious” industries making this shift. Across the board, New Zealand brands are realising the value of fun, warmth, and relatability.

Brands are embracing personality to stand out in competitive markets. Some businesses are leaning into boldness and humour, using irreverent campaigns that capture attention and challenge the status quo. These brands know they’re not just selling a product—they’re creating an experience that feels fresh, memorable, and distinctly their own. It’s a strategy that has helped carve out loyal followings in even the most crowded spaces.

In the consumer goods sector, brands that succeed are those that blend quality with authenticity. By pairing high-quality products with compelling storytelling, they create campaigns that feel warm, relatable, and genuine. This approach goes beyond just marketing—it invites customers to feel like part of something special. The result? Strong emotional connections that build long-term loyalty and pride among local consumers.

Even in traditionally “dry” B2B industries, we’re seeing a shift. Businesses are moving away from overly technical, impersonal branding in favour of more human, relatable approaches. By showcasing the people, passion, and innovation behind their work, these brands are creating deeper connections with their audiences. They’re no longer just suppliers or service providers—they’re becoming trusted partners, earning respect and loyalty through authenticity and care.

The fear of losing credibility

Here’s the pushback we often hear: “But won’t personality make us look unprofessional?”

The short answer? No. If anything, the opposite is true. A playful, human tone doesn’t make you less credible—it makes you more relatable. Personality gives your brand depth, making it feel approachable and memorable. That’s what builds trust.

Some brands initially hesitate to embrace a more engaging and personable identity, especially in industries often perceived as serious or technical. There’s often a fear that moving away from traditional, formal branding could undermine their credibility. However, what we’ve found time and again is that adopting a bold, forward-thinking identity doesn’t just help brands stand out—it helps them connect with their audience on a deeper level. By shifting from generic or outdated branding to something more authentic and engaging, these businesses can highlight their expertise while also creating a stronger emotional connection with their customers. The result? A brand that feels both credible and memorable, setting them apart from competitors.

The competitive edge of personality

So, what’s the takeaway? If your brand is still clinging to old-school seriousness, it’s time to loosen the tie. Your brand needs to feel like someone—not just something. Inject warmth, humour, and humanity into your DNA. From the words you use to the way you make people feel, personality isn’t a nice-to-have anymore. It’s the ultimate competitive edge.

In 2025, the Kiwi brands that succeed will be the ones that feel human again. They’ll make us laugh, cry, or smile, reminding us that in a world full of algorithms and AI, connection is still king.

Because when everything else feels robotic, being human is what will make your brand unforgettable.

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.