Fresh From The Field — L&P Kia Pai Te Raumati – By Ira
For June & July we are focusing on Design & Te Ao Māori on the Design Assembly website – featuring interviews with Māori designers, project features spotlighting their work & design processes, to thought leadership articles that inspire and challenge the Aotearoa NZ Design community.
Inviting people to answer “e haere ana koe ki hea?” Where are you going? through packaging design, Ira walk us through their recent work for L&P
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
The brief
For 10 years Ira has done a limited edition summer can for L&P. This year, our client bravely decided to do a te reo Māori edition, celebrating an authentic Kiwi summer in Aotearoa. Summer is the time when everyone gets out of their urban centres and goes home, back to the beach, the bach, the homestead, the camp ground. Kia Pai Te Raumati means “have a great summer.” It’s an invitation to relax, with L&P as your mate on the road trip to wherever.
The Design Response
To help introduce people to the creativity of te reo Māori, we developed a packaging design and campaign that invited people to answer “e haere ana koe ki hea?” Where are you going? The answers can be as simple as “ki tatahi,” to the beach. We introduced how Māori express direction, such as “ki te Tai Tokerau”, which means “to the North.” We also introduced more creative ways of expressing connection to a location, such as “ki te puku o te ika a Māui – to the belly of the fish of Māui. This helps people understand how Māori see New Zealand. The North Island is a great fish of Māui, the South Island his waka.
The campaign rolled out across Youtube, Instagram and Facebook as well as outdoor and instore. A great success with a significant uplift in sales and engagement from consumers.
The Design Team
Client Coca Cola Oceania – Janine Penrose
Creative Director – Johnson McKay
Te Reo Māori – Kaimāro – Tūrei Ormsby
Design Director – Jason Fantonial, Storm Smith, Bhushan Purohit
Motion – Storm Smith, Malachi Mckay, Levi Singsam
Video Content Director – Malachi McKay
Sound – Storm Smith
Campaign Management – Sarai Mckay, Lupe Galaverna
https://ira.nz
https://www.instagram.com/ira_aotearoa/
https://nz.linkedin.com/company/ira-aotearoa
https://www.facebook.com/Ira.Aotearoa
The Client Team
Coca Cola Oceania – L&P
Client details
https://www.instagram.com/lemonandpaeroa/
https://www.facebook.com/LemonAndPaeroa
https://www.lemonandpaeroa.co.nz
