Developing a uniquely Aotearoa Brand

Ocean Design is one of Aotearoa's leading brand and design agencies. Over the past three years, we’ve worked together to build the Tasman brand and share our story.

The Tasman story is unique, selecting empathetic strategists who not only understood this, but could also create an authentic visual identity was key. “We have worked with many, many different companies over the years, and I have to say Tasman is unique” explains Ocean’s Te Kaihautu (CEO), Blair Mainwaring, “it is not often that we get to work with a business that has such a significant whakapapa. For over 60 years Tasman have been committed and passionate about what they do. I worked for a summer at Tasman before I headed to university, so it's been great to return many years later to see the business thriving”.

Tasman started as a small family business back in 1953, on the banks of Aotearoa’s Whanganui river. Having grown into an international supplier, Tasman’s story is told and retold by many people across the globe. Showcasing us as a New Zealand brand was vital - we’re proud of our heritage and of our land! We create exceptional leather that reflects the purity of our surroundings and the passion of our people. From the first glance, our brand needed to convey who we are, where we come from and what we stand for.?

Bringing our Philosophy to Life

The Tasman philosophy underpins our business. We’ve developed an ethos centred around making conscious decisions to improve at every opportunity we can. By integrating our philosophy into our methods, we ensure that the positive effects of the decisions we make are evident - every step of the way. We believe in a holistic system, where the sustainability needs of both our clients and our community are intrinsic to our processes.

Ocean Design has been able to capture all this and more, with a clarity that truly brings our philosophy to life. Starting with our logo, who we are is evident. The koru represents the lifecycle of the native New Zealand fern, metaphoric of the lifecycle of man – with the baby fern frond growing and unfurling inside the protective circle of the family. We chose the koru as the Tasman brand mark because it is a great example of how we, New Zealanders, take inspiration from our unique environment and use raw natural materials to create beautiful, hand-crafted items of enduring quality. Of course, the logo is just the beginning.

“At Ocean Design, we know brands are so much more than just a logo. A clear purpose, an authentic point of difference, and an emotional connection with your customers is what builds a great brand. Tasman for many years let their products do the talking but have now decided that they also need to more proactively share their story. We have really enjoyed over the years working with Tasman and the marketing team to help raise the quality and awareness of the Tasman brand.”

Our Vision is Clear

Fashion changes, trends come and go - but through 65+ years of experience we know that growth is always earned by reputation. We’ve seen the world become a more connected and conscious place, where people look to brands they can trust. We honour this responsibility enthusiastically, and we are committed to a sustainable future. As always, we aspire to make the best quality leather, and ensure we take care of our community and our beautiful country. Our respect for both product and the place that provides it drives new innovation, new actions and new measures to look after it.

Thanks to the team at Ocean, we now have a clear and compelling idea that defines how we express Tasman’s brand commitments. This idea guides how we write and share our story of premium New Zealand leather on the world stage. In the years to come, we are certain the Tasman brand will remain a huge source of pride for the company.

Learn more about Ocean Design here