CASE STUDY:
BRAND DEVELOPMENT AND IMPLEMENTATION
An example of building a unifying brand refresh for a leading Maori agribusiness.
“TOITU TE MARAE O TANE,
TOITU TE MARAE O
TANGAROA, TOITU TE IWI”
— WHEN LAND AND WATER ARE SUSTAINED, THE PEOPLE WILL PROSPER
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.
THE BRIEF
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.
THE EXECUTION
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).
THE TEAM
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.
OUTPUTS
Brand identity and guide, website, photography, illustrations, iconography, presentation collateral and copy, promotional material, publication and articles, social media, office interior and administration collateral.
Although a start-up, I would use CoPlantation because they had a fresh, open approach which challenged us as farmers and foresters. They understood the motivations of the owner as well as the sensitivities around integrating iwi values into a commercial business. This is not easy but CoPlantation found an effective balance.
— ANDREW PRIEST (CHIEF EXECUTIVE/KAIHAUTU)