Bay of Plenty

The task

The Bay of Plenty needed a new story and brand identity that would take them into the future and put them on the tourism map.

The Insight

The Bay of Plenty is just that — a place of abundance and endless opportunities. The identity would need to feature the region’s diverse produce, industry and stunning landscapes while expressing the warm and genuinely happy character of the locals.

The solution

The new identity launched at the 2017 TRENZ event. Standing alongside hundreds of national attractions, the new Bay of Plenty identity is iconic in its positive presence. The logo features an open smile which is representative of the Bay and it’s welcoming people. The character headline font conveys the compelling new story in an unfussy way while the colour palette mirrors the landscape. Central to the identity is stunning photography that captures the abundance of natural beauty, warm people, and produce that the region has to offer.