Injecting personality into packaging.
There’s a common assumption that coffee and counter food from a petrol station is likely to be average quality, unhealthy or even stale. At Z Energy, we knew this wasn’t the case. They had invested in barista coffee and a wide range of fresh deli options for people on the go. Our challenge was to help their Z Espress range look as good as it tastes, with a modernised brand and refreshed packaging to match.
Our challenge was to help their Z Espress range look as good as it tastes, with a modernised brand and refreshed packaging to match.
A holistic approach
We rebranded Z Espress to help create a clearer distinction between Z’s food and drink offering and their fuel business. Aligning with Z’s playful brand character, we teamed a down-to-earth personality with a fresh and natural colour palette. An energetic, hand drawn illustration takes inspiration from New Zealand and speaks to Kiwis on-the-go. Working closely with Z and their producers, we looked at ways to improve the packaging itself as we re-designed it. From minimising the amount of air inside the packaging, to using more sustainable materials such as plastic made from plants, all products got a fresh new look. As did some of Z’s flagship stores, alongside their Z Espress marketing campaigns to show it all off.
Food as good as it looks
The new look has helped customers see Z Espress differently. The fresh and friendly packaging better matches their offering, standing out on shelves and enticing customers to try something new on the go. Most importantly, sales are on the rise, with coffee orders reaching an all time high.