Pai Kai Brand Identity, Illustration 
and Packaging

I helped to create the identity for 'Pai Kai', a new NZ deli food brand.

The brief was to design a brand that would appeal to NZ customers looking for a good quality, affordable product. It needed to look contemporary and stand out from established mainstream brands. I created the brand mark, illustrations, typography and packaging design, as well as contributing to the broader brand strategy including name and tagline, visual direction, tone of copy etc. We identified that this brand should be distinctly 'kiwi' and unpretentious, naming it from Te reo Maori words for 'good food', using kiwi slang in the product descriptions, and illustrating idyllic NZ scenes.