Toitu Taiao

Toitū Taiao is a new sustainability-focused organisation in Aotearoa. The brand development centred on bringing two key concepts to life: Toitū, meaning undisturbed, untouched, and sustainable; and Taiao, referring to the natural world — land, water, and climate — and the belief that the wellbeing of the environment directly shapes the wellbeing of people. The brand needed to express harmony, balance, and deep connection to place.

The design draws inspiration from the Clematis paniculata, known as the “flower of the skies” or “spirit flower.” Considered sacred in Māori culture, it is linked to the stars and symbolises resourcefulness as it weaves its way up surrounding plants.

Elements of Māori weaving and kōrero are woven throughout the visual identity to represent strength, unity, peace, and traditional values that guide the kaupapa of Toitū Taiao.