Fresh From The Field — Kiwibank takes flight by Principals
This Fresh From The Field by PRINCIPALS (with illustrator James Stewart) cleverly captures the movement and grace of our iconic Kererū, Kea and Tūī for Kiwibank
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Kiwibank’s goal is to have every engagement with their customers reflect their authentic kiwi approach to banking. With a new series of credit cards to design they wanted them to feel ‘kiwi’ but not ‘kiwiana’ and, of course, to be well loved by customers.
With Principals ‘kiwi’ brief in mind we felt the designs should go beyond just decoration and the series should celebrate one of Kiwibank’s unique and successful partnerships — collectively settling on the longstanding relationship with the Department of Conservation. Kiwibank and DOC have been in partnership since 2016, specifically Kiwibank is the national partner of the Conservation Dogs Programme.
Each card was created with their own bespoke bird illustration — Kererū, Kea and Tūī — crafted by illustrator James Stewart. DOC worked extensively with their treaty partner Ngai Tahu, and after considerable collaboration between Kiwibank, DOC and Ngai Tahu the results were the selected species for these card designs. The natural greens of the Kiwibank colour palette meant the cards are an easily recognisable brand expression, and by making considered use of the physical production processes, Principals turned the illustrations into multi-layered prints that reflect and move as beautifully as the birds themselves do.