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Creative: Threaded
Client: Maketū Pies / Te Arawa

In crafting the new Maketū Pies premium range, a distinct approach was taken to differentiate it from their standard range of pies. The gourmet packaging was developed to reflect the premium nature of the products, drawing inspiration from their unique location close to the moana (ocean).

Color Palette and Series Consistency: The packaging features a cohesive color scheme, with two primary colors consistent across all products, visually tying them together as a series. A third color is introduced to indicate different flavours, providing both variety and a clear visual cue for consumers.

Illustrative Elements and Cultural Significance: The packaging showcases a stylised landscape that embodies the essence of Maketū. Key elements include:

• Whenua (land), Moana (sea), and Tama-nui-te-rā (the sun): These elements create a recognisable and culturally resonant scene.
• Kaituna Awa and Motiti Island: Positioned to the left, these features highlight local landmarks, with Mt Maunganui visible in the distance.
• Maketū and Arawa Farms: Each box features animals illustrated on the shoreline, honoring Arawa Farms and signaling the flavor within.

Cultural References: The design also subtly incorporates the taratara o kai pattern — a traditional Arawa kai spiral pattern. This is embedded within the moana across all boxes, symbolising the rich food resources and hospitality of Te Arawa, reinforcing the connection between the product, its people and the importance of its cultural roots across Aotearoa / New Zealand.