arapai north limited

Location:
Northland, New Zealand

Date:
2021


Story:
This is our first client from Aotearoa/New Zealand.

The brand is packed with excitement and adventure! In our initial conversation with the founding Director, it was clear that we needed a unique approach to create a logo that tells a story and is purpose-driven.

Our approach was simple — keep the brand clean. Therefore, we decided to incorporate a brand mark into the logo. As creatives, we believe shapes and colours have a slight advantage over typography.

The client’s choice of colour was orange, so we set orange in the middle of the colour palette to communicate adventure, joy and determination. We took the triangle shape of the letter “A” and stacked them on top of each other to resemble a "Marae". A "Marae" is specific to the founder's heritage being of Maori descent, also signifying the importance of family and the representation of a family-owned business. The letter "A" having a North Point tip also gives relevance to the company name and location.