There are some interesting underlying ideas and influences that steered the choices made in the branding process.
Logotype: We wanted something that gave a bit of a handcrafted vibe, as a nod to the nature of the savoury pies the company made, as well as something that had some personality to coincide with the team behind South Island.
Accompanying Typefaces: Populaire was a perfect choice as a beautifully designed, handcrafted-feeling display typeface. A little bit fun, a lot bit attention-grabbing, it matches the brand personality perfectly.
Triangular Pattern: the opaque red triangular pattern seen on the print materials is influenced by patterns found on the traditional attire of the Maori (New Zealand's indiginous people).