Fresh From The Field — Spreading Kindness, with Strategy Creative

2 years ago by

Today is World Kindness Day so we are bringing you a special edition of Fresh From the Field!

DA loves this collaboration between Strategy Creative, Good Bitches Baking and Fix & Fogg, not just for the impeccable design, playful copywriting and striking campaign photography but because we admire the projects kaupapa.

If you have new or recent work that you would like to share in Fresh from the Field email  for details.

The Brief:

Good Bitches Baking is a registered charity which delivers homebaking to New Zealanders going through trauma or difficulty. In the past 5 years it has helped more than 650,000 people.

GBB is on a mission to make Aotearoa the kindest place on earth, today they are starting a week-long campaign asking New Zealanders to spread a little kindness. Literally.

They teamed up with their friends at Fix & Fogg, Strategy Creative, BlueStar, Fresh As & W-Rapt to create a Kindness Spread.

The Response:

The foundations of Strategy Creative’s design are found in the delicious combination of chocolate hazelnut butter and freeze-dried raspberry sprinkles. With lettering and typographic cues nodding to the thick gooey consistency of the butter spread, and colour palette drawn directly from the raw ingredients. The resulting identity, packaging, collateral and campaign imagery is warm, optimistic and delightful.

The spread is a very limited edition – only 250 jars have been made (available from today at Each comes in a bespoke box with the jar of spread, the sprinkles and a set of sweet ‘Recipe for Kindness” stickers (encouraging generosity and using baking puns like ‘beat hate with love’).

For those without a sweet tooth who still want to spread some kindness, Strategy also designed a limited edition “Spread Kindness’’ T-shirt. Also available from

The Community:

— Fix & Fogg will be serving ‘Bowls of Kindness’ (smoothie bowls) from their window on Eva street from 9am on Wednesday

— Some cafes in Wellington & Auckland have got on board and will be serving Kindness on toast for a week from the 13th NOV.

— Proceeds will help GBB develop new programmes and initiatives to continue to spread kindness with their awesome work.

The Creative Team:

Creative leads: Oliver Ward, Fraser Callaway, Matt Innes

Designers: Mike Peters, Vincent Owen, Mark Wilson

Project Manager: Alexandra Hoare

Media team: Steve Dimakis, Sophie Doyle


By documenting design outcomes, we create a record of New Zealand culture and people at any given point in time. As we generate professional archaeology, we help to define our industry, our value, and we build a resource that enables us to learn from the thinking, aesthetics and approaches that predate our practice.

See more Fresh from the Field features here and get in touch to submit your work, helping Design Assembly create a Pepeha for our visual design community.


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