An example of building a unifying brand refresh for a leading Maori agribusiness.
The team at Ngai Tahu Farming (NTF) wanted to consolidate their broad portfolio of businesses into a unifying brand identity that set the foundation for growth and encouraged the adoption of sustainable practices within Aotearoa.
To develop, then execute the brand strategy for NTF; to connect with Ngāi Tahu iwi (tribe) aspirations and set the foundation for value-add growth.
Our goal was to bring to life the clarity of purpose for NTF which is best represented by the whakatauki (proverb): When land and water are sustained, the people will prosper.
The whakatauki informed our design language which centres on NTF’s commitment to the betterment of the planet and its people through a whenua (land) based business. The design solution is a celebration of the intergenerational commitment to change and the interconnectedness of the whenua (land) and the tāngata (people).
A cross-functional Ngāi Tahu project team spanning several businesses and divisions guided the build to ensure alignment with culture, vision and values. Photography by Josh Griggs reinforced the authenticity of the tāngata (people) and the generosity of the whenua. The illustrative expertise and design by Laura Forlong carefully curated all elements to speak directly to the interconnectedness of NTF values. The talented web team at Libby & Ben then brought these elements to life online.
Brand identity and guide, website, photography, illustrations, iconography, presentation collateral and copy, promotional material, publication and articles, social media, office interior and administration collateral.