VISION:

To build equity in a Pacific quality mark that helps create a better future for the Pacific nations, their producers and their people.

PATH:

The Pacific Foundation Cooperation (PCF) came to us with a wonderful opportunity. To help them build a brand quality mark to represent the many producers of the Pacific nations. It would help them enter and build a collective presence in new markets, to the benefit of the producers and their Pacific communities.

We facilitated a brand workshop that brought together government officials, company owners, producers, retailers and contributing Pacific bodies, to define what this new mark was all about. It was a lot to achieve in a short time, but by the end of the day this determined group had defined their new brand’s core values, promise and purpose. We had also come up with possible names. One stood out – True Pacific. Our research had shown us that certification was critical to the success of a quality mark. So we agreed that to gain and maintain credibility the mark had to be backed by a certification process. We forged ahead and tested potential names with Nielsen Media Research. Our audience told us that ‘True Pacific’ was warm and honest. They unanimously liked it. With this nod of approval, we set out to develop a Visual ID that would capture the brand’s holistic and socially minded approach to the wellbeing of the Pacific nations it represented. Five potential identities were tested and again one stood out – a stylised frangipani flower, made from five figures chosen to symbolise the many cultures and people of the Pacific.

True Pacific was launched at the Pacific Showcase in The Cloud on Auckland’s waterfront, the week before the start of the Rugby World Cup. A resounding success, 15,000 people visited and learnt more about the True Pacific mark.