A new way forward for a Kiwi breakfast icon

One of New Zealand’s iconic brands, Hubbards has long be a symbol of Kiwi ingenuity. Born in the shed (Dick Hubbard’s shed to be exact), what began as a quintessential garage project 30-odd years ago became New Zealand’s first muesli – and is still a staple of Kiwi breakfast tables today.

In 2018 Dick and Diana Hubbard passed the torch, and the brand needed to shift from a founder-orientated organisation, to standing on its own. After a number of years in market, it was decided that a new strategic approach was required.

A new brand strategy helped to capture who Hubbards is as an organisation today, while still retaining its Kiwi-centric DNA. A brand essence of Fuelling Possibility was developed, and a framework to guide NPD, marketing, content and the brand’s charitable initiatives. A refreshed tone of voice, story and ownable brand language brought the new strategy to life externally.

The strategy rolled through into product, where in partnership with Onfire Design I worked to develop packaging, through product positioning, product naming, and packaging copy.

Gold - World Brand Design Awards 2022 (BeMighty)
Winner - Good Design Awards 2022 (BeMighty)
Finalist - Best Awards 2022 (BeMighty)