Crave Global & Shaky Isles launch Brewed Different

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AUCKLAND, Wednesday: Local coffee brand Shaky Isles is this week unveiling a new look for the brand and a new campaign “inspired by its New Zealand roots and quirky nature”.

Shaky Isles owner Sam Ansley said:  Brewed Different — a celebration of the uniquely New Zealand contradictions within our culture. In the same way we have made our flightless bird iconic, Shaky Isles’ rebrand is aiming to make our inherent contradictions something we embrace as Kiwis.

“When Shaky Isles first launched in 2008, it went to market with an edgy look and feel that captured our quirky brand values. Thirteen years on, we decided it was time to refresh the brand with an eye on taking his premium coffee to the world, by emphasising its home in the South Pacific.

“We really felt the need to elevate the positioning of our brand to meet the quality and character of the coffee we were making. The impossibility of making coffee that is known for its complexity, yet strength is what drives us.

“Our work with Crave nailed this, beyond our expectations.

“There’s a real tension between premium and humour, particularly when that humour is quirky, so we are really pleased with the outcome.”

“The Shaky rebrand will include a new look and feel, website, packaging, and will be launched through a digital and OOH campaign that champions our contradictory cultural stereotypes, to celebrate the differences in all of us. Because ultimately, we’re all Brewed Different, and that’s precisely what makes us special.

“Working with designer Brogen Averill, Crave created a premium look and feel for the brand, while still maintaining the edgy, humourous and quirky values that underpin the brand. The packaging for each coffee varietals has its own personality, one that relates to each blend, and a stereotypical New Zealand character trait.”

Crave Global ECD Hadleigh Averill said: “The rebrand has been an interesting challenge. There’s a real tension between premium and humour, particularly when that humour is quirky, so we are really pleased with the outcome.

“The packaging aligns perfectly with Shaky’s high craft values, it has great cut-through at point of purchase and the voice is fun and engaging.”


Client: Shaky Isles
Owner: Sam Ansley
Agency: Crave Global
ECD: Hadleigh Averill
Group Account Director: Georgina Otto
Design Director: Brogen Averill
Copywriter: Veronica Copestake
Photographer: Craig Gibson
Shaky Isles Owner: Sam Ansley

About Crave Global
Crave Global is an experiential advertising agency that was formed in 2016 by Daniel Hopkirk and Hadleigh Averill. The business has a strong focus on integrated creative ideas that build fame for the brands they work with. Since inception, the business has picked up a range of different clients from liquor giants Lion, Shaky Isles, to rideshare service Ola and industrial company Ports of Auckland. Crave Global’s offering provides a range of services to clients with creativity at the heart of everything they do.

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