KAITERE

A brand for community. 

Kaitere is a family-run organisation involved in the horticultural and agricultural industries of the East Cape of NZ. The business is situated on land with a strong Maori heritage - originally called Kaimoe, it incorporates the Pipiwhākao forest which was a feeding ground for Maori from around Gisborne, the Whakaahu stream, and the Patutahi homestead. The Kaitere team have the aim of leaving the land in better condition than when they received it and take huge pride in the sense of community they foster for their staff. 

The development of this new brand system was underpinned by Kaitere’s strong brand values, community and history. The design 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, deliver great produce for the region and build a sense of community.

The bold wordmark and monogram are strong and masculine, and work across imagery, collateral, uniform attire, and packaging. The colour palette is earthy, and inspired by the horticulture industry. This is a design system for the people - one that gives Kaitere’s staff a sense of ownership, pride and identity.