Tegel is a trusted Kiwi brand with a legacy, and they had a new mission - to invite all kiwis to a seat at the table. As Tegel transitions to 100% free range, the relaunch of the Blue Bag range was more than a packaging update - it was a strategic move to make higher welfare chicken more accessible, affordable, and appealing for everyday family meals.

In crowded aisles, Tegel needed to stand out and clearly define its role: providing convenient, tasty, and affordable chicken options that meet the needs of modern families. The redesign set out to communicate key benefits - SPCA certification, New Zealand raised chicken and quick preparation times - while injecting a modern, joyful feel that is distinctly Tegel.

Tegel’s portfolio had become disjointed, with packaging cues that were starting to feel dated and inconsistent across deli, frozen, and butchery. The range needed a reset, so we began by simplifying and clarifying the complex product architecture. From there, we set out to bring energy and cohesion back to the range, injecting an upbeat personality while retaining the unmistakable Tegel blue and logo. The result is a unified packaging system that flexes across products but always feels part of the same family.

Taking inspiration from Kiwi artists Dick Frizzel and Colin McCahon, we created a custom typeface, Tegel Sans, and flexible type lockups, delivering a bold, iconically Kiwi style with just the right amount of flavour. Larger-than-life food photography takes centre stage, dialling up appetite appeal and maximising shelf standout. Colour blocking, patterns, and textures add dimension and create a table-cloth-like device that heroes the product, while making range navigation simple and intuitive.

The range is designed with young families in mind, particularly those looking for convenient, no-fuss, balanced meal solutions. The creative approach was about removing barriers to choosing free range chicken, making it an everyday option rather than a nice to have. The strategy balances taste, nutrition, convenience, and price to fit the realities of busy, value-driven households.

The result: a refreshed Blue Bag range that stands out on shelf, improves shoppability, and tells a more compelling story for families. Tegel is setting a new standard for affordable, delicious, higher welfare chicken in Kiwi fridges and freezers, making better choices easier for families across New Zealand.