Rototawai Brand Signature Development, Identity Design and Application
Contemporising the splendour of a golden age.
There is an unexpected surprise as you come across the entrance to the estate set amongst this very rural New Zealand setting. It is somehow refined, and yet perfectly suited to this location.
Client
Rototawai Brand Signature Development, Identity Design and Application
Project
Brand Creation
Location
Wairarapa, New Zealand
Year
2023
-
2024
Role
Designer
Agency
Provenance through DNA Design
Category
Hospitality and Arts
Contributors
Grenville Main – Photography and Creative Direction
Grenville Main of DNA Design gave this design project to his family property in the Southern Wairarapa. We worked on many parts of this project together, and the final product is the result of our shared vision.
Nestled in the tranquil southern Wairarapa countryside lies Rototawai, a restored homestead and landscape steeped in history and artistic expression. This family property is now run by a charitable trust, and it gives the public a one-of-a-kind chance to see a private art collection, explore a beautiful natural setting, and even step back in time in the historic home.
Rototawai is a major work by architect Stanley Fearn that shows how he personally interpreted the English neo-Georgian style in home design. The homestead has been completely renovated, and there are now dedicated gallery spaces to show off a large collection of art. The land, lake, and estate grounds around the house were turned into a place that could be used for many things, like hosting events or just having fun with activities like hunting and fishing.
We made a core icon for the brand identity based on the Bunyan Pine (Araucaria Bidwilli), a beautiful tree with a unique cone that grows all over the estate. This symbol, along with carefully planned signs and other visual elements, shows how important Rototawai is and makes the experience better for visitors.
Past, present and future are embodied in the representation of the Araucaria Bidwillii cones that form the Rototawai brand. They depict the history of the Bidwill family in Kahutara.
There have been extensive renovations to the home and buildings and nothing feels out of place. It is expansive at one level, and intimate at another. The artwork perfectly positioned to add to the compelling narrative the estate offers up.
The identity has given the venue a unified sense of purpose even though the experiences are quite different; the splendour of the gardens and estate, or the eclectic nature of the art collection.