Kai Whai Painga
This project was a small branding project for Dunedin based dietitian Brittani Beavis under the brand name Kai Whai Painga. The brand was to be distinctive within the marketplace and encompass the brands core value of food being a form of nourishment both nutritionally and emotionally – this meant staying away from the idea of ‘good food’ vs ‘bad food’ and understanding what a holistic approach to dietary advice would look like. It was also important to incorporate a reference to the brands strong consideration and understanding of Maori values and lifestyles into the logo.
To achieve this combination, the final logo uses unfurled korus to create a circular container for the logo – this is a subtle reference the holistic principles represented by the yin-yang symbol as well as culturally representing growth and strength. Inside this container is a simple, serifed K where the upper diagonal stroke of the letter has been replaced by the head of a wheat plant.