Evolving a New Zealand icon

As one of New Zealand's most well-known and well-loved brands, working with Swanndri comes with a lot of high stakes and pressure to get it right. Founded in 1913, Swanndri has defined the New Zealand rural and workwear fashion sense for over a decade.

Our job at Not Another™ was to help Swanndri appeal to wider market of more urban, younger, and more female wearers and turn them into loyal Swanny wearers. The challenge in appealing to this new demographic was to ensure we did it in a way that didn't alienate those who've already loved the brand for decades.

Scope of work
Campaign Concept
Campaign Identity
Art Direction
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"I have worked with Not Another for the last three seasons here at Swanndri. They have produced thoughtful, commercially-focused creative for our retail campaigns and have Art Directed our latest two campaigns. Incredibly flexible, well-connected and talented team!"

Jenny Drinkwater, Swanndri