Maori Design and Its Importance in Branding NZ Business

The Maori are the indigenous people of mainland Aotearoa New Zealand who were arrived in this land 700 years ago. With time they built their own characteristic culture, language, arts and other mythos, which made them stand out among other eastern aboriginal cultures. Though time passes, Maori culture and arts are still used as a significant branding element in New Zealand products in the global market.

Maori brand design or branding refers to unique cultural association stories, imageries, names, or other patterns that differentiate the competing products or services also create a better relationship between consumers and products.

However, most major New Zealand businesses use this Maori culture as a distinctive selling point, the main advantage that made us stand out in the global market.

As a country, we give more preference and commemorate our ancient culture to a great extent more than other countries globally do.

Before an organization uses primeval branding, they need to know who they are and the significance of such culture in the tradition. Maori brands have the potentiality to appraise magical stories and catch international clients who share similar morals as Maori culture.

Maori Artwork and Design

The incorporation of form and function distinguished the ancient Maori artwork. We gave perceptible form and shape to cultural belief systems also indicate spiritual ideas in natural materials such as stone, wood, flax, etc.

In later, the inputs or effects of European expansion substitute the social and political role of the art-maker. The reason for art changed to form an essential part of contention of Maori identity and beliefs.

The ancient Maori had no written language; thus, traditional knowledge was inherited verbally or through art through the generations. Incorporating majorly of meaning and symbolism, traditional Maori artwork and design configure an essential part of Maori identity and culture.

The large pieces of canoes (waka), meeting houses (wharenui), and small pieces like weapons, tools, jewellery and garments all convey a specific story also have their meaning and significance. Moreover, each shape, material and colour was carefully selected for its cultural or spiritual meaning.

Common Elements of Maori Design

The significant elements of Maori design are:

1. Koru

The Koru is the fundamental design of the figurative and seemingly abstract designs traditionally used to enhance wharenui. There are different sharp or natty designs, indicating different characteristics of the natural world.

The Koru is mainly a spiral kind of pattern developed on the appearance of a new unfolding silver fern frond. The design or pattern represents new life, strength, extension and peace. The shape also contains the idea of eternal movement, where the inner loop emphasizes returning to the point of origin.

Also Read: Business Logo Design NZ Inspiration for kiwi companies

2. Hei Matau

The Hei Matau design is a fish-hook shape, indicating that the North Island of New Zealand was formerly a giant fish caught by the great sailor Maui with the help of only an interwoven line and a hook made from the dentary bone of his granny. Thus, the Maori name for the North Island, Te Ika a Maui (“The fish of Maui”), considers this legend.

For the Maori, the Hei Matau is more of a taonga (a cultural treasure). It constitutes not only their land but also welfare, fertility, and self-preservation over water. They also symbolize the essentiality of fishing to Maori and their association to Tangaroa, god of the sea.

3. Manaia

The Manaia is a legendary creature in Maori culture, also considered a standard design in Maori sculpture and jewellery. The design is usually depicted with the head of a bird and the body of a man. They also interpret this with a serpent, human figure, lizard, and seahorse.

The Manaia is conventionally believed to be a messenger between the worldly mortals, a realm of the spirits and its symbols used to defend against evil. Manaia designs differ precisely within the manner between iwi, with these integers representing the triad of birth, life and death.

4. Pikorua

The Pikorua or twist is a comparatively new Maori symbol that has designs embedded in nature. It’s said to constitute the course of life and symbolize the solid bond between two loved ones. It’s an emotional expression of loyalty because the arms of the twist have no endpoint.

Some people indicate that the symbol designed represents the wave pattern, while others say it’s the arms of the pikopiko fern. However, it’s quite possible that Maori began sculpting these symbols for trade once the Europeans pioneered New Zealand.

5. Toki

The Toki blade design is one of the favorite designs for many people. It symbolizes the meaning of strength. In the ancient Maori society, the Toki was used as a tool and never strained as an adornment.

The token is now used to wear around the neck, and it is said to constitute strength as the Toki blade had to be strong so as not to break when being used to cut trees. Indeed, only powerful chiefs with a considerable amount of mana could flourish the Toki Pou Tangata (ceremonial axe).

6. Roimata

The Roimata designs symbolize the meaning of “teardrop” and are an exaggerated version of the Toki, a long slender shape with rounded corners. The Roimata design symbolizes sadness; therefore, it would be given as a gesture of remembrance of a person’s loss or sorrow and consolation that you are there for them in their needs.

In some situations, it is referred to as the comforting stone. It is also believed to hold on to have strong connections to the land. (source)

7. Hei-Tiki

The hei-tiki is a decorative ornament of the Maori of New Zealand. These are usually comprised of pounamu (greenstone) and are contemplated a taonga (treasure) by Maori. These are typically known as tiki by New Zealanders, referring to prominent human figures sculpted in wood and the small wooden cravings used to stain sacred places.

There are two different types of hei-tiki which are diverse widely in form. The first type with a body ratio of 30/70 and another of 40/60 with the arts figured out, respectively.

8. Whai

In ancient times, especially in tribal areas, the whai was considered as a kaitiaki (guardian), which safeguards the areas where shellfish are gathered. It was believed that if people went after the right Tikanga (customary practices), the stingray would make sure there were plenty of shellfish.

It is also one of the topmost unique designs in the Maori collections. It’s also a demandable one which is the favorite in many people’s mindset.

Inappropriate use of Maori design

The New Zealand people give much importance to Maori culture. Not only in design, have they had a significant role in influencing everything from cuisines to language. Due to people’s attachment to religion and the culture, they have a godly emotion or affection towards the Maori culture.

Thus, it would be unsuitable for implementing these Maori elements in some categorized goods and services. The usage of these designs or features in products alcohol, tobacco, etc., can devalue Maori people, culture and values.

Therefore, amalgamating Maori designs or elements with these types of goods and services could be contemplated offensive. The government also states that products and services should not emerge to make unsuitable or inappropriate assumptions about Maori.

Conclusion

A professional branding design agency can always understand the Maori culture and art and create the best distinctive designs with such styles. As the people gave much importance to the culture, creating a design on that basis helps get the customer’s attention in the market.

If you plan to create a unique creative design that can make you stand out in the segment, you can reach us. We, LogoDesignNewZealand, are in this industry with more than 18 years of experience. Our team will get in touch and help create the best designs according to your perceptions.