arapai north
Location:
Northland, New Zealand
Date:
2021
Story:
ARAPAI NORTH LIMITED 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.
We work to create something that means more than just an idea, we visualise and embed purpose beyond the
lines and the colours. We give an idea, meaning.
