A newly graduated nutrition consultant came to creativeiq for a logo and brand identity. Her business primarily focused on improving the spiritual and physical aspects of Maori health in the community. The client wanted a brand that would symbolise her Maori culture and holistic approach to health and nutrition - key values that would resonate with her target customer base.

Upon digging deeper into the tribe's heritage with the client, two important symbols emerged, Te Raukura (Feather) and Manuga Taranaki (Mount Taranaki). The Raukura represents spiritual, physical, and communal harmony. While Manuga Taranaki, a dormant volcano situated in the tribe's rohe (area), symbolises connection to the land. These important icons gave us the anchor points to guide our creative process for the brand identity.

The logo skillfully combines the two symbols into a cohesive logo, dubbed “The Taranaki Flower”. The logo embodies the unity of physical and spiritual harmony of the community. Inspired from landscapes of the area, a colour palette of earthy tones, capture the brand's cultural connection to the land. A san serif typeface offers synergy and contrast to the ornate design of the Taranaki Flower logo. The overall brand message is one of hope, support, and community.

Connecting these elements produces a brand identity anchored in cultural history, is a symbol of its purpose, and relevant to the community it aims to serve.