A brand refresh that incorporates the te reo expression of their identity.
PHARMAC wanted to refresh their brand to incorporate ‘Te Pātaka Whaioranga’ while maintaining continuity of their existing identity. This Māori name, gifted to them by their kaumātua Bill Kaua ONZM, means ‘the storehouse of wellbeing’ and demonstrates their commitment to Te Tiriti o Waitangi and the work they do with Māori communities.
The visual identity reflects the concepts expressed by Te Pātaka Whaioranga. An infinite double spiral motif takes inspiration from the decorated carved slabs of pātaka around the country. Traditionally, carvings on pātaka signal the importance of the supplies being stored. The design shows the importance of PHARMAC’s role of maintaining a continuous flow of medicines and medical devices for the benefit of all New Zealanders.
The developed brand has now been applied to a series of PHARMAC resources, brand guidelines, internal templates, corporate stationary and even appears on the PHARMAC Wellington headquarters walls and windows.
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