Brief:

The brief provided the Auckland University of Technology was to re-brand the simple household item, string.

 

Solution:

Koru was named after the Maori word for loop and the native New Zealand fern. It is a string brand that values respect, community, tradition as well as New Zealand heritage and integrity. It aims to target the VALS market group believers who share these same values.

 

This project was done in collaboration with Seth Down

Photography: Samantha D'Souza