Alex Butenko

Alex Butenko

Kāpiti
Branding, Packaging
Creative Direction & Design


︎ Client: Fonterra
︎ Agency: Unified Brands
︎ Client Service & Strategy: Mike Robertson, Ben Percival, Zelda Senekal
︎ Creative Team: Rebecca Sampson, Emma Lawrence
︎ Case Study Photography: Ann Davenport, Yuki Sato


Kāpiti, a brand that sets the bar for cheese – proudly holding the title for New Zealand’s most awarded cheese company. With such a distinguished pedigree, our team set out crafting a new look for the brand that would live up to it. 

Transforming the entire range to take on a dramatic black backdrop felt like a bold but necessary move. Kāpiti isn’t shy of big, bold flavours, and its packaging needed to follow with the same confidence.

Creatively-directing the project while also working on the actual designs, I encouraged our team to draw inspiration from Kāpiti Island. With its rugged landscape and wilderness, the island became our dramatic muse.

Hand-illustrated patterns tell the story of the coast and terrain, symbolising the taste profiles of each of the cheeses, and a bold crop of the island’s silhouette creates a distinctly ownable shape for the brand.

Typographically, we saw an opportunity to speak to the brand’s rich story of New Zealand excellence; through new pronounced letter spacing and angular motifs, all building on the beauty of the brand’s Te Reo naming of its cheese.

©2022
alex.butenko@icloud.com