Cutthroat New Zealand Branding
Cutthroat New Zealand

Brand and Packaging

Catering to the urban beardsman

Cutthroat is a premium mens line of grooming products produced in New Zealand, hand-crafted and designed by barbers. The natural base blend of oils helps nourish the skin and beard. Scents are warm, masculine and meant to be enjoyed throughout a mans busy day.

packaging design logo animation by Whitelaw Mitchell
packaging design for Cutthroat New Zealand

Insights.

Around the globe, locally made products are on the rise and more consumers become conscious of supporting ethical small businesses. Cutthroat, being produced out of a barbershop in beautiful Queenstown, has all the right charm and appeal to target New Zealanders looking for high quality, craft products. The branding aesthetic we created is inspired by timeless fashion and premium perfume brands. The visual identity and packaging is tied together with slick and sharp lines and a deep rich colour palette to differentiate the products.

One of our challenges when designing the packaging was that oil products often damage or fade labels after frequent use, as seen in competitor products. Our solution was to use a durable metallic label with rough touch laminate, similar to the production of a wine label, it’s water and oil resistant and nearly impossible to scratch. This ensures the beautiful packaging long outlasts the product.

Brand identity Cutthroat New Zealand

Strategy.

Around the globe, locally made products are on the rise and more consumers become conscious of supporting ethical small businesses. Cutthroat, being produced out of a barbershop in beautiful Queenstown, has all the right charm and appeal to target New Zealanders looking for high quality, craft products. The branding aesthetic we created is inspired by timeless fashion and premium perfume brands. The visual identity and packaging is tied together with slick and sharp lines and a deep rich colour palette to differentiate the products.

One of our challenges when designing the packaging was that oil products often damage or fade labels after frequent use, as seen in competitor products. Our solution was to use a durable metallic label with rough touch laminate, similar to the production of a wine label, its water and oil resistant and nearly impossible to scratch. This ensures the beautiful packaging long outlasts the product.

Packaging design for Cutthroat New Zealand

Impact.

Starting with only a small range of oils and balms, the Cutthroat brand has quickly grown its product line into a more robust range. Although just a small business, thanks to the premium branding and packaging design, Cutthroat has earned its spot into national distribution and sits on barbershop shelves next to global competitors. As more consumers are looking to shop consciously and locally, we’re excited to see this brand grow on the New Zealand stage.

Social media strategy Cutthroat New Zealand packaging

Deliverables.

Strategy

  • Seed™ Workshop
  • Positioning
  • User Profiles & Journeys
  • Brand Attributes
  • Competitive Audit

Branding

  • Logo Design
  • Visual Identity System
  • Brand Style Guidelines
  • Print Design & Production
  • Collateral Print Marketing
  • Packaging Design
  • Signage & Wayfinding

Marketing

  • Marketing Launch Strategy
  • Social Media
  • Style Guide Photography Videography
  • Social Media Style Guide
  • Photography
  • Videography
“The team at Whitelaw Mitchell did a really great job capturing the brand essence, sophistication and premium aesthetic that we were after for Cutthroat. They really brought our vision to life and the products stand out against the competition on the shelves. Really pleased with the whole process from conception to production.”
Drew Mitchell
built for results

Let’s get to work.

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