Luxury sporting lodge Poronui launches refreshed brand via Principals

Branding design agency Principals has developed a new brand strategy, story and identity for luxury sporting lodge Poronui, located in the Taharua Valley.

Poronui offers world-class hunting, fly fishing and driven wing shooting, accompanied by breathtaking scenery, premium hospitality and gourmet New Zealand cuisine. Discerning international travellers have been visiting and returning to Poronui for decades, drawn to its premiere trout fishing and guided stag hunting in ancient forests.

Post Covid, the business embarked on a reboot. Looking to upgrade its facilities and increase offshore marketing, the goal was to lift Poronui’s luxury offer even further. To bring this to life, Principals was called on to review the brand.

The process began with a two-day immersion, including a workshop with the estate’s management team and Tom Loughlin, a local cultural advisor. The workshop covered wide ground – from the location’s Māori and post-colonisation history to Poronui’s establishment and growth, as well as the unique makeup of its clients and the business’ sincere commitment to long-term sustainability and eco best practices.

Working closely with the Poronui team, Principals developed the brand strategy. The strategy is founded on the brand idea – ‘Part of something bigger’ which comes from the name: Poro, meaning ‘part of’, and Nui, ‘the biggest part, great, abundant, plentiful, important’.

This idea is reflected in Poronui’s location with the estate making up the largest part of the Taharua valley. The ethos extends to Poronui’s relationship with the wider community across the region and a commitment to stewardship (tiakitanga) of the property and resources.

Says Jodine Bell, creative director, Principals: “’Part of something bigger’ is a story of the care, shelter and sanctuary that Poronui offers. This is cemented by the brand’s ‘Shelter’ icon that captures the property’s dominant pitched rooflines. The typography is inspired by the carved walls in the heritage ‘Red Hut’, while the location coordinates highlight its unique geographical position.”

The brand assets draw heavily from the natural environment, combining hand-drawn textural patterns and illustrations with a rich kōkōwai (red ochre). Poronui’s rivers were important Māori trading routes for the precious pigment which is why it is the dominant colour of the architecture. It’s also reminiscent of red deer and trout.

Says Carla Hruszczak, marketing coordinator, Poronui: “With Principals’ help, our brand now reflects a deep commitment to luxury, heritage and sustainability. This will help us to attract a younger, affluent demographic interested in culturally rich and sustainable experiences, allowing us to further boost the regional economy and ensure sustainable benefits for the wider community.”