customers identify there is a new
look, yellow is the visual link to the
same great product delivering great
taste they’ve come to
enjoy. Harraways has an incredible
local history with a pioneering,
bold spirit. Capturing this brand
personality was critical to a
successful brand refresh,” Ryan
Marx, creative director, Marx
Design.
“This is a revolutionary change for
Harraways to evolve into a modern
heritage brand. Making the brand
relevant to a new shopper without
losing its heartland, homegrown
roots was crucial,” says Marx.
The new packaging has a charming
nostalgic feel, delivering on its
taste appeal. The Harraways logo
lock up features the oat mill in
Dunedin where some of its historical
machinery is still in use today. Local
heritage is a strength for Harraways
as it competes with global brands.
They have both heartland and rich
history from which to capitalise.
The time was perfect for Harraways
to embark on this rebrand as it
celebrated a 150-year milestone
during 2017, so from that recent
event there was plenty of known
historic material and unique assets
to work with. It was a faded, iconic
Harraways oat sack from the
company’s early years that gave the
Marx team the pivotal inspiration
for a unique and ownable modern
heritage font direction.
Harraways has kept the business
local and supports its Otago/
Southland roots. This stretches from
sourcing oats to employing locals at
its mill. It is important to celebrate
the longevity of a local business and
Harraways is proud to highlight this
on its packaging.
Sustainability was also a massive
part of the Harraways rebrand.
The underlying message being that
Harraways is very conscious about
how its oats are packaged and
every bit - done responsibly - helps
the planet.
Harraways Quick Serve Sachets now
come in a more resourceful box with
20% less cardboard used, so there
is less packaging waste. Made from
sustainable wood pulp, the box is
100% recyclable. The
new 45g quick serve sachets contain
20% more oats per serve and
the sachets are made with home
compostable material.
PA C K A G I N G
“The scope of this project was
exciting. It’s a priviledge to work with
such rich history and iconic brand
architecture. Harraways knew what
it had to do for continued growth
and let us do our job. This modern
heritage brand evolution will position
the Harraways brand for continued
growth and relevancy,” Janine
Bickerton, general manager, Marx
Design.
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