Tip Top Brand Evolution
Tip Top is an iconic Kiwi brand that over the years has slowly begun to lose its relevance to younger audiences; ‘The ice-cream in grandma’s freezer.’
Nostalgia was no longer enough. We were tasked with reinvigorating this New Zealand icon to reach a new generation of consumers.
Our Response
We believe optimism is a super power. If you could bottle it you would. But you can’t. However, you can put it in a cone.
That’s what Tip Top do every day. They make optimism. Sometimes it’s boysenberry flavour, sometimes it comes on a stick and, if you’re lucky it comes with chunks of hokey pokey in it. Tip Top is the company that since 1936, has made us ask - “What’s the best that could happen?”
‘What’s the best that could happen?’ is the creative platform that captures the unique feeling of optimism you experience after a scoop of ice-cream. A call-to-arms to challenge and inspire New Zealanders to get out of their comfort zone and grab life by the cone.
We created a design system that is ice creamingly distinctive. Flexible enough to go right through the line in terms of social, AV, OOH and retail.
A system that allows the product to always be front and centre so the medium can be the message.
From drippy ice cream textures, bold use of colour to optimist copy-isms, every touchpoint of the design system reflects optimist, ice cream deliciousness.
