Westervelt Owhaoko is a company as rare as the consistently pure Mānuka honey they produce from hive-to-jar. Formed as a joint venture between America-based Westervelt, and local Iwi, this is one honey producer that truly lives by the guiding principals of Manaakitanga (caring for the land and our people), while offering the best of New Zealand’s natural vitality to the world.
The brief was to redesign the Tāku Honey brand and packaging in order to tell a story of authentic artisanal craft, contemporary Māori culture, rare provenance, and of course the most premium, pure honey provided from New Zealand. Taku’s main markets are in China and America, so it was vital that our solution spoke to the differing values and qualities these markets hold for Honey, particularly Mānuka.
Tāku Honey translates as ‘my honey’, so the mark had to feel strong, ownable and unique. We created a wordmark that elicits a sense of pride and provenance through the use of a contemporary Māori Koru; this informs typographic treatment throughout the brand, from product variants to customised numbers within a bespoke UMF mark.
Within the packaging authenticity, efficacy, provenance, and purity are reinforced with the use of regional stories, UMF certification, specific batch stamp and QR codes, and a ‘pure New Zealand Honey’ statement. Hand drawn Botanical illustrations give a natural tangible aesthetic and the subtle scalloped edging of each label echoes the circular ‘Koru’ shape within Tāku’s wordmark. The labels and boxes also feature premium finishes such as embossing, high-build and gold foil - appealing to its strong Chinese market where the product is often seen as a luxury wellness gift. The finished product feels equally at home as a contemporary artisanal food product, with its natural earthy cues resonating in the health and eco conscious American market.