Korowai Tupu was officially launched in May 2017, as a sub-brand of Ara Taiohi; it is a professional association for youth workers. In Māori, 'Korowai' means cloak; 'Tupu' as a noun means growth, development and seedling, while as a verb it can mean prosper, originate and increase. The challenge was to create a visual identity that indicates the name and at the same time shows the connection to it's parent brand.