OVERVIEW:
This project was a rebrand for an eco store connected to a sustainability-focused charity. During early discussions, I noticed a sense of discomfort around the idea of retail. Words such as shop or store made the clients uneasy because they associated them with consumerism. This hesitation limited how confidently they promoted the store, which in turn reduced its potential to generate revenue for their wider charity projects.
CHALLENGE:
The main challenge was to bring the branding into a more modern, approachable space while maintaining its values. The store needed to appeal to a younger audience and be seen as a pathway for positive change rather than a symbol of consumerism.
SOLUTION:
To resolve this, I developed a new brand identity that created a clear separation between the store and the parent charity. This helped the team view the two as distinct entities, freeing them to operate the retail side more confidently. After consulting with a local kaumātua (chief), I selected the name Taiao, meaning natural world, environment, and nature. The name reflects both the store’s focus on sustainability and the organisation’s respect for te ao Māori and the principles of the Treaty of Waitangi.
DESIGN & PROCESS:
The colour palette was designed minimal yet deliberate, chosen to create a modern, balanced look. Each tone was selected based on colour psychology to align with the organisation’s values of trust, nature, and renewal. To connect with younger audiences, I designed a logo system that was versatile and shareable. Elements of the design could be used independently across digital platforms, increasing visibility and encouraging engagement.
OUTCOME:
While my design was not ultimately selected for implementation, this project provided valuable experience in rebranding for a sustainability-focused, eco-conscious organisation. I gained insight into aligning visual identity with organisational values, exploring colour psychology, and creating versatile, shareable branding elements. The project strengthened my skills in designing for socially-conscious audiences and helped me refine my approach to client collaboration, problem-solving, and translating values into visual storytelling.