Branding; Beyond Aesthetics

Logo design, just some words and maybe some kind of cute graphic right??

It is so, so, so much more?(have we stressed that enough) and so important to get it right, here is a case study on a recent brand we absolutely loved working with.

Waituna NZ Eel – and, sure the tasting sessions didn’t hurt either.

When we began the rebranding journey for Waituna New Zealand Eel, we understood that we weren't just creating a new look—we were telling a story that needed to resonate on a global scale while staying deeply connected to New Zealand’s roots. Working alongside the Southfish and Waituna NZ Eel team, we knew that this brand had to represent much more than a product; it had to capture the essence of New Zealand's natural beauty and the legacy of sustainable practices that surround this iconic taonga.

Our challenge was to position Waituna New Zealand Eel as a premium, boutique product ready to stand out in international markets, while maintaining the deep respect it commands locally. The pristine quality of New Zealand’s waterways and the eel's cultural significance inspired the design. We approached this project with the goal of creating a visual identity that was not only elegant but also reflective of the untouched landscapes from which the product is sourced.

The minimalist, fine-lined eel shape set against a midnight backdrop emerged as the perfect metaphor for the relationship between Waituna Eel and New Zealand’s waters. Every element of the design was carefully chosen to evoke a sense of exclusivity and purity. The colour palette, dominated by deep tones, mirrors the tranquil waters of New Zealand underscoring the product's premium status and connection to nature.

This rebrand goes beyond aesthetics. It is a deliberate and intentional move to elevate Waituna Eel's position in the global luxury food market, where discerning consumers seek more than just quality—they seek authenticity and products that tell a meaningful story. The new identity embraces that desire by showcasing Waituna New Zealand Eel as a product of unmatched purity, deeply tied to its natural origins.

In developing this brand, we also wanted to ensure that the sustainability message was front and centre. Waituna New Zealand Eel and Southfish's commitment to preserving New Zealand’s water and their collaboration with scientists and local communities is integral to the brand's narrative. The rebrand serves as both a visual statement of style and a pledge to continue protecting these environments, reinforcing? Waituna New Zealand Eel and Southfish’s leadership in responsible aquaculture.

As we worked to bring this vision to life, we knew that this was about more than just design—it was about capturing the spirit of a product that is, quite literally, a part of New Zealand’s natural heritage. We are proud to have developed a brand that reflects the elegance and exclusivity of Waituna New Zealand Eel while staying true to its roots in sustainability and environmental stewardship.

This is not just a rebrand; it’s an invitation for the world to experience New Zealand’s natural purity through Waituna New Zealand Eel. The brand now stands poised to make waves globally, and we are thrilled to have been part of this transformational journey.