Take me to the river
Client
Regatta
scope
Brand
Digital
Identity
Illustration
sector
Hospitality
The Background
Well-known hospitality experts Jess and Paul Gittings have revamped the Hamilton Rowing Club's riverside boathouse to set the scene for their new restaurant, Regatta. Fresh views required a fresh brand identity - so our team developed guidelines defining who they are, how they sound, and what they look like to build hype for launch day. The location holds a storied past along the Waikato River: first as a waka landing, later a ferry stop and for the last century, home to the local rowing club. We wove this history into a textured identity that feels relaxed, humble and proud to be Hamiltonian.
The Solution
To bring the strategy to life, we explored the Hamilton City Library archives for historical detail. We integrated these subtle notes across every brand touchpoint, creating an identity that feels grounded and familiar. The main wordmark was crafted from letters found in the existing hand made rowing club sign, while the secondary calligraphic mark was pulled straight from a vintage 1932 Regatta photo. Fun referential details are everywhere: vintage-style illustrations, a Koowhai yellow and archival grey palette and custom buoy keychains. Using all of this archival material gives the brand an approachable, eclectic feel - not unlike an old clubroom or a pub.
We crafted a brand story alongside mana whenua, formally acknowledging Waikato-Tainui as mana whenua and kaitiaki of Kirikiriroa and Waikato Te Awa. “...We recognise their ongoing relationship with this place and express our gratitude for their guardianship of these lands and waters.” By tipping a hat to all that came before, the brand story feels genuine and builds lasting recognition.
The Outcome
The Regatta brand is distinct, memorable and genuine. It honours local history without rewriting it, giving the team a proud, consistent story to tell. Regatta opened with a complete brand toolkit ready to go. The early assets allowed Jess and Paul to establish social media platforms, other marketing channels and generate hype for opening night. They were overwhelmed with enquiries as soon as their booking system was up and running, and the restaurant's been buzzing ever since.
We acknowledge Waikato-Tainui as mana whenua and the enduring kaitiaki of Kirikiriroa and te awa o Waikato. We honour their ancestors and pay respect to their elders past, present and emerging. We recognise their ongoing relationship with this place and express our gratitude for their guardianship of these lands and waters.
Credits
Hamilton City Libraries
Hamilton City Rowing Club
Photography by Gabriel Renner
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