Feast Matariki

Matariki is the celebration of the Maori new year. According to Myth, when Ranginui, the sky father, and Papatūānuku, the earth mother, were separated by their children, the god of the winds, Tāwhirimātea, became so angry that he tore out his eyes and threw them into the heavens. It takes the form of the cluster of stars seen in the night sky in New Zealand’s mid winter. 

Eat New Zealand came to us to create a brand identity for their Feast Matariki event. We designed a logotype that displays the interaction of the Matariki star cluster and the 'Feast Matariki' name, bringing life to the idea of the stars with animations in the digital space. Fluorescent yellow dots are used in print applications to further bring the brand to life.

Our research then led us to the idea of a hakari stage — a giant platform used by Maori to house kai (food) and illustrate the generosity of hosts. Food was displayed in large stacks sometimes up to 30 metres high, where tribes exchanged foods from their own regions. We built our own mini hakari stage to house and hold food in a studio environment. Working with local maori, we sourced eel, mutton bird, fish native to New Zealand as our hero imagery for the campaign. The work culminated in a new website and directory, street posters and digital tools helping to reinforce our connection to people, land and food.