Accessing the potential of the mainland Chinese market has always been a struggle for Kiwi businesses where navigating ethics, organising distribution and promoting via massive digital channels had proved deeply daunting, creating a string of high-profile failures over the last few years.

Enter KiwiSo. A brand designed to take the stress out of exporting to China for great New Zealand products master-minded by Kiwi-owned and operated Alpha Group, a business with deep, long-lasting connections into China.

Alpha Group’s big idea – the establishment of a B2C platform, both online and traditional retail, in 1000 locations across China, selling only New Zealand-made products, services and technologies that reflected the pure Kiwi image and lifestyle wanted by Chinese consumers.

Our brief was to develop a brand that had wide appeal, which provided unprecedented access for the goods and services from New Zealand. A brand that would be wide enough to attract urbanites and provincial people alike, eventually becoming the unofficial bridge between both countries’ consumer bases.

Voice used the driving idea of “Little pieces of New Zealand purity every day” to drive naming, logo design and visual identity, closing the cultural gap in a way that was warm, value-adding and intriguing. An analogy of the Silk Road was used to create a sense of fair trade and mutual benefit to express Alpha’s aspirations and intentions for the brand.

Alpha Group launched KiwiSo in China in 2021.

Voice used the driving idea of “Little pieces of New Zealand purity every day” to drive naming, logo design and visual identity, closing the cultural gap in a way that was warm, value-adding and intriguing.