Re-imagining a national icon, for real

As the New Zealand ice cream market was being flooded with overseas competition, Tip Top was determined to differentiate themselves from the rest by trumpeting their local, natural ingredients.  We were tasked to re-imagine the iconic brand, bringing back some of their authentic original magic. We created a robust assets suite for a nationwide rollout and continued packaging across all SKUs, existing and new.

The old school Tip Top ‘beach ball’ and word mark were retained. We harked back to the company's beginnings when in 1936 Albert Hayman and Len Malaghan opened their first ice cream parlour in Manners Street, Wellington. There they set themselves apart, swirling all sorts of magical sprinkles, colours and flavours into their real NZ milk and cream. We created a new swirl to lift and celebrate the legacy logo.

Special thanks to Chris Sisarich, Aaron Mclean and their teams for the photography.

Real and natural sets them apart, so we photographed only real ingredients, real food and real people in natural light, with minimal retouching and absolutely NO digitally enhanced products.

The master brand logo mark seamlessly integrates a sense of wonder and energy back into the much-loved brand. The resulting design system was easy (and fun) to rollout across our local dairies and scoop shops nationwide.