Silver Fern Farms and partner Designworks Ltd have won the
best effect award at the 2012 Best Design Awards.
Organised by the Designers Institute of New Zealand, the
awards recognise the country's best brand, product and most
innovative design concepts.
The company's entry reflected its four-year project to
rebrand and transform PPCS into Silver Fern Farms.
It was about Silver Fern Farms' commitment to shifting its
culture from "meat processor" to "marketing and
consumer-oriented exporter", chief executive Keith Cooper
The company realised that building deep partnerships with
specialists like Designworks was critical to success.
Over the past four years, the two parties had worked together
to develop a new look for the brand across internal and
external corporate communications materials; designing
innovative new retail packaging; moving to one consistent
brand across all packaging; devising a new strategy for the
food-service channel; and adapting packaging and brand
communications to enter into new international retail
The company was thrilled to be judged against such a strong
field of innovative and well-respected New Zealand brands, he
Silver Fern Farms was one of New Zealand's largest exporters
in one of the country's's most critical sectors, judging
panel convener Noel Brown said.
They had used design to get closer to their end customers and
increase the relevance of their product to capture more of
the value in the farm to plate value chain, he said.