As the New Zealand ice cream market was being flooded with overseas competition, Tip Top was determined to differentiate themselves from the rest by trumpeting their local, natural ingredients.

We were tasked to re-imagine the iconic brand, bringing back some of their authentic original magic. We created a robust assets suite for a nationwide rollout and continued packaging across all SKUs, existing and new.

We harked back to the company's beginnings when in 1936 Albert Hayman and Len Malaghan opened their first ice cream parlour in Manners Street, Wellington. There they set themselves apart, swirling all sorts of magical sprinkles, colours and flavours into their real NZ milk and cream.

We designed a new ‘swirl’ to lift and celebrate the legacy logo, creating a new master brand device that more easily works across their various touch points — from packaging to social media to ice cream chillers.

Being real and natural sets them apart, so we photographed only real ingredients, real food and real people in natural light, with minimal retouching and absolutely no digitally enhanced products.

Special thanks to Chris Sisarich, Aaron Mclean and their teams for the photography.