Kaitere

Respected Gisborne horticultural company DW Briant reached out to Farmers daughter to develop a sister brand Kaitere.

Kaitere grow, produce, and supply apples, kiwifruit and grapes for distributors to take to market. They have a strong values set of sustainability and building a community.

The land of Kaitere has a strong cultural heritage - originally called Kaimoe, it incorporates the Pipiwhākao forest which was a feeding ground for all the tribes of Gisborne, the Whakaahu stream, and the Patutahi homestead.

The primary purpose of the brand development is to create an identity that resonates with Kaitere’s current and future employees; Kaitere is proud of paying the living wage, providing free lunch for employees everyday as well as transport to and from work, and in the future may also provide staff accommodation.

Kaitere’s new brand identity is inspired by the traditional Pātiki Tukutuku panel design - which is based on the diamond shape of the flounder fish. According to Ngāti Porou tradition, the Pātiki symbolises the notion that the entire iwi is provided for 100%.

This narrative is synonymous with the Kaitere ethos; the desire to look after its staff, produce great produce for the region and build a sense of community. The Māori influence will resonate with the majority of Kaitere’s employees, as well as referencing

The design resolve is strong and confident, and successfully works over imagery, collateral, on uniform attire, and packaging.

DELIVERABLES
Brand Strategy.
Identity Design System.
Graphic Design Tool box.
Signage.
Print Design & Management.