Designing a new destination brand for Kirikiriroa.
Client
Te Kaaroro
scope
Identity
Naming
Strategy
sector
Civic
overview
Hamilton Zoo and Waiwhakareke are two treasured assets for Kirikiriroa along with the Hamilton Observatory and new eatery Everyday. The precinct needed a new name and identity that houses and unifies the range of current and future visitor experiences focused on nature, conservation and education. We led the cultural strategy in partnership with Te Haa o te Whenua o Kirikiriroa (THaWK) who represent the four hapu in Hamilton. As part of this engagement the name Te Kaaroro was gifted to honour an ancestor synomous with this part of the Waikato. The name honours the cultural heritage of the site as a strategic pathway or connection point to enter through. The icon has been created from stylised illustrations of the native Kaakaa parrot and Harakeke flower to represent the wildlife and nature of our precinct. The custom wordmark is made from sharp and organic forms, expanding on key aspects of our icon and bringing to life the connected experience of the shared precinct. A major theme for the Te Kaaroro brand is conservation and restoration of flora and fauna – natural patterns and animal silhouettes from the Zoo and Waiwhakareke were designed to communicate this theme.
