TKO Advertising Agency and Design Studio uses both the % sign and even the phrasing 100% Pure to highlight the Honey’s relationship with New Zealand, but also with the brand of New Zealand itself. This cross-communication increases the strength of the National Crown Entity’s Brand, but also the strength of the packaging and marque for the honey.
New Zealand, a nation of branding folks and branded products that are from a proud people. There is a simplicity and an excellence here that makes the products warm and approachable. In this case, I think it works for the brand and the people of the nation unlike some of our own nation’s companies’ globalistic and unhealthy branding practices. Though I am not from there, I cannot compare these examples to the likes of a McDonald’s or a Nike. It seems to me like what you see is what you get.