One of the most recognisable names in the Kiwi cannabis industry has changed. Hikurangi Cannabis Company has rebranded to Rua Bioscience as it turns to focus on the growing opportunities in the global cannabis market. Special Group led the brand strategy, naming and identity.
Says Manu Caddie, CEO, Hikurangi: “Over the last 12 months the business has been focused on laying the solid foundations to build a resilient, sustainable, fully integrated business with multiple, diverse revenue streams within the medicinal cannabis sector. The board has challenged us to think globally from day one, while emphasising responsibility to the local community. The kaupapa to give back to the community will always be in our DNA.”
Rua acknowledges the company’s home and roots in Ruatoria, and is derived from the concept of Kotahitanga (unity). A natural duality weaves through the company’s ethos, balancing commerce / community, science / nature, He tangata / He whenua.
Bioscience underpins the company’s focus on bringing together world leading expertise in plant genetics and science to create unique, high-value pharmaceutical products derived from indigenous innovation.
Says Heath Lowe, executive design director and partner Special Group: “There’s a local / global balance to strike. It’s essential for Rua to express the true grass-roots nature of their company and their credible social values and purpose. And they are looking to supply a medicinal product to aid the health and wellbeing of the world, partnering with large pharma companies, so ensuring the brand is relatable to an international audience is also important.”
Says Caddie: “We have moved very quickly over the last few months, both as a business and as a brand. We’re very excited to move into this next chapter with a clear understanding of who we are, and with a brand that represents this.”
The company’s new website can be found at ruabio.com.
Creative Agency: Special Group
Corporate Affairs Agency: Sherson Willis
Brand Photography: Josie McClutchie