Since 1991, Original Foods has supplied cakes, slices, muffins and other baked goods to retailers and foodservice businesses across New Zealand. Despite its reach, the brand had few distinctive assets beyond its logo.
The rebrand introduced an illustrated character and a voice with a mischievous streak. Built around the idea that sometimes naughty is nice, the copy uses humour, wordplay and direct conversation to give people permission to enjoy a treat without guilt. We also evolved the name to Original Foods Baking Co., making the company’s focus clearer while supporting its trademark ambitions.
Together, the character, voice and name gave Original Foods a more recognisable personality, with room to make people smile well beyond the shelf.
