Strategic Creativity: Elevating Fresh Direct’s Brand Presence
Fresh Direct, a family-run produce company operating since 1883, is known for delivering high-quality New Zealand produce. To keep pace with a rapidly evolving market, they partnered with The Zoo to inject fresh thinking into their brand and marketing.
Meeting the need for innovation
Marketing Manager Dan Turner explains: “Ryan’s my go-to guy when it takes more than standard design work—when we need that natural, cutting-edge creativity that pushes ideas further.”
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The Foodstuffs Expo: A creative showcase
When preparing for the Foodstuffs Expo—one of the biggest industry events in New Zealand—Fresh Direct wanted a presence that stood out from the sea of competitors.
The result: a three-and-a-half-metre papier-mâché banana, dubbed the Beacon Banana.
“It literally hung above the crowd,” Dan says. “People stopped, laughed, and remembered us.”
This unconventional idea, backed by meticulous execution, became the talk of the expo and helped Fresh Direct showcase its personality and quality in a memorable way.
Collaboration that cuts through
The Zoo’s process was highly collaborative, merging creative storytelling with brand strategy. “Ryan’s great at cutting through the noise and thinking three steps ahead,” Dan notes
Beyond the expo
The partnership extended into new packaging design, tender submissions, and the creation of the Growers Collectivesub-brand. The Zoo helped Fresh Direct develop presentation materials and visual communications that won multimillion-dollar opportunities.
Challenges and learnings
Fast-paced timelines and multiple internal stakeholders made projects complex, but The Zoo’s adaptability and open communication kept things on track.
“Ryan never takes things personally,” says Dan. “He listens, refines, and makes it better. Every time.”
“Ryan’s not just a designer,” says Dan. “He’s a strategic advisor who brings ideas to life in ways that genuinely move the business forward.”
Fresh Direct’s collaboration with The Zoo has become a benchmark for creative partnership.
