Anchor has been an icon in New Zealand and around the world for over 90 years.

Over that time it has grown from being a purely milk staple to offering a wide range of diverse dairy nutrition products. To reflect this, a new character, a new logo and new product ranges were introduced. More dynamic, more fresh, more for modern lives. As a champion of what dairy can do, a new positivity was injected into the character – a smile in the mind logo – a fresher outlook and feeling.

Less retro more fresh and modern, matching modern lives in all their differences. Fresh new Anchor is now rolling out globally and working hard. In a highly competitive New Zealand marketplace, Anchor has solidified its place at the top of the premium mainstream dairy market.

Evolving the familiar to bring to life the freshness and feeling of new Anchor.

Range extensions and rebranded products have seen immediate results, with as much as 62% growth in Sales Value, and up to an incredible 177% Volume increase.

A dynamic set of new products such as Protein + and a range of health and wellness products delivered with a modern design driven approach to formats, touchpoints, packaging and identity.

What we did

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