Alexander Rose

good design is good business

Our Creative Director, Philippa Dawe’s opening keynote talk from UX Design Day – Dunedin, April 2013



author darren

Happy Christmas 2012



author philippa

Happy Christmas 2012

We’re rather glad that the Mayan calendar was wrong and the world hasn’t ended, because it’s a beautiful sunny summer’s day here in New Zealand. We’re looking forward to spending more sunny days with family and friends, and enjoying barbeques and beaches over this Southern Hemisphere Christmas. We would like to wish everyone a wonderful and peaceful festive season.

Best wishes from everyone here at Alexander Rose, and see you in 2013!

We’re moving office!



author philippa

Alexander Rose is waving ‘goodbye’ to the bustling cafés and vintage stores of Cuba Street, and saying ‘hello’ to the nightlife and tech of Allen Street.

We’re moving in with the fabulous team at Enspiral, which gives us access to some of the most innovative business practices and sharpest IT minds in the city. This also allows us to support and work more closely with some of the exciting start-ups that we’re currently involved with (more on them later!).

Our new office address is:
Level 2
22 Allen Street
Wellington 6011
New Zealand

Trilogy packaging design



author philippa

We are thrilled to announce that after a 3-way paid pitch, Alexander Rose has been appointed by Trilogy to undertake a packaging redesign for their entire range of natural skincare products.

(Our Creative Director, Philippa, is especially excited as she’s been a fan of their products for years!).

Trilogy is an Internationally renowned natural skincare brand. When Trilogy launched 10 years ago, it was a leader in the market, carving out a niche in the world of skincare. During that time, the product range expanded from 5 products in 2002 to over 40 products today. It now retails in 20 countries including the UK, USA, Japan and Australia.

In order to keep it’s market-leading status, Trilogy is undergoing a packaging revamp to differentiate itself from its’ many imitators and to clearly communicate the premium nature of its products.

Trilogy approached Alexander Rose because of our knowledge of and experience with International markets and brands. It has been a privilege to take a product range that has grown organically and to evaluate all 40 products simultaneously in order to consolidate the design into a cohesive family for a global market.

Expect to see new packaging on the shelves soon, and to hear more from us taking you behind the scenes of the project.

Godfrey Wiig identity



author philippa

Often, small projects are every bit as satisfying as large ones.

Recently we completed an identity system for Godfrey Wiig – a consultancy run by Jessica Godfrey and Sven Wiig. Jessica is a marketing consultant specialising in coffee and artisan food, and Sven is an art director for the film and commercial industry.

With skill sets as diverse as these, we found a crossover in a reliance on the machine and industries driven by aesthetics. The dual identity (helping to keep costs low!) references mid-century modernism and the use of utilitarian black and white gives a nod to the hands-on process of both industries.

Note the seam of red running through the edge of the business cards!


Air New Zealand go digital for the rugby Sevens



author philippa

We’re very excited to be working with the events team at Air New Zealand. Air New Zealand will be hosting an event at the iRB HSBC Wellington Sevens tournament in February 2012. We created digital invitations for the event that included this animation.

In the wake of extensive media coverage of the Rugby World Cup©, we wanted to stay away from traditional sports imagery and instead focus on how Wellington comes alive (some would say, goes a bit nuts!) while the tournament is on.

Get Fresh campaign



author philippa

Have you been behind-the-scenes of the Get Fresh campaign for Caffe L’affare?

Shot by photographer Ross Brown, every month Dave and Aaron go on a new adventure. Check out the other ads in the series…

May The royal wedding (location: Shaky Isles, Britomart)

June Queen’s Birthday weekend, guest starring the very lovely and very glamorous Buckwheat (location: Rakinos, High Street, Auckland)

July Fairtrade fortnight  (location: Next Door, Mt. Eden, Auckland)

August Ski season (location: Brioche, Shortland Street, Auckland)

September NZ Fashion Weekthe beautifully tailored suits are supplied by Crane Brothers (location: Snapdragon, Viaduct Harbour, Auckland)

October Celebrating 1987 (location: Neighbourhood, Kingsland, Auckland)

Get Fresh campaign: go behind the scenes



author philippa

We unleashed Dave and Aaron, the heroes of our ‘Get Fresh’ campaign for Caffe L’affare, on the unsuspecting public earlier this year. Take a behind-the-scenes look at how we brought the concept to life…

1 The concept

Laffare coffee is truly a ‘made by real people’ product, so Dave and Aaron, part of L’affare’s Auckland team, were a natural fit to represent the brand. Each month Dave and Aaron appear in a café or restaurant doing something cheeky (getting fresh) related to what’s going on in the world that month. The first month of the campaign coincided with the royal wedding.

Our concepts always begin their life drawn, by hand, on paper. When time is short, or concepts too expensive to mock up – eg: in this instance, new photography had to be commissioned – then hand-drawn scamps can make it all the way to the client for consideration. In a world where we can make anything look polished and perfect thanks to the magic of our Apple Macs, this can be a truly satisfying process: sure it’s rough, but the idea is king.

(NB: For this campaign, 4 completely different concepts were presented, and this one was selected by our client).

2 The visual

Whether a visual is hand-drawn or fully computer mocked-up, it can’t truly be evaluated until it’s seen in context. This visual was presented to our clients in it’s first placement, in Metro magazine.

3 Preparing the props

This ad required new photography and props. Organising photoshoots can be an art in itself; gaining consents, coordinating locations, models, photographers, art directors and props. Luckily with this shot, being an interior shoot, we didn’t have to coordinate with the weather! We sourced union jack bunting and had bespoke t-shirts made.

4 Setting up the shoot

We can’t deny that there was some lively discussion as to who was wearing which t-shirt, but Dave and Aaron were great sports. Setting up location based shoots takes time, and Dave and Aaron got into their new gear while the lighting was being set up…

5 Ready to shoot

… by the very talented photographer Ross Brown seen here.

6 The final shot

Most of the retouching done on this image was simplifying the complex background, and despite not being professional models, the L’affare boys did a great job. Nice one Dave and Aaron!

7 The finished ad

Dave and Aaron love a good wedding… just in time for the nuptials of Kate and Wills.

The campaign runs over 12 months and along with press ads, the campaign will feature on billboards and will drive related email and social media campaigns.

NEW CLIENT Air New Zealand



author philippa

We’re thrilled to be creating work for national carrier Air New Zealand. We’ll be helping them with branding and corporate communications around some key events that they are involved with. More to follow shortly…

Congratulations Emma!



author philippa

Sometimes it seems as if every other person is a graphic designer. Despite this, we still maintain that truly talented designers are few and far between.

That’s why we were so excited to see the graduation portfolio of Emma Holder. The maturity of her beautifully considered typography belies her youth. She was an asset in our studio when Emma took up an intern position with us earlier this year and now we’re thrilled to see that she’s a finallist in New Zealands Best Awards.

Well done Emma!

You can see more of Emma’s work here.

UPDATE: Emma was awarded a silver pin in the Best Awards. A very well deserved win. And congratulations to all of the other winners.

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  • Recent Posts
  • Our Creative Director, Philippa Dawe’s opening keynote talk from UX Design Day – Dunedin, April 2013
  • Happy Christmas 2012
  • We’re moving office!
  • Trilogy packaging design
  • Godfrey Wiig identity
  • Air New Zealand go digital for the rugby Sevens
  • Get Fresh campaign
  • Get Fresh campaign: go behind the scenes
  • NEW CLIENT Air New Zealand
  • Congratulations Emma!
  • NEW coffee cups for The Hobbit
  • May the 4th be with you
  • Talk is cheap and invaluable
  • Our thoughts are with Christchurch
  • Design Heroes: Robin Day (1915 – 2010)
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