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Waituna New Zealand Eel

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Branding

Elevating a taonga for the world stage.

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The Brief

We partnered with Waituna New Zealand Eel to reposition one of Aotearoa’s most treasured taonga for international markets. This was more than a rebrand — it was a cultural and commercial elevation.

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Our Work

Our work focused on building a brand that reflects the pristine origins and historical significance of the New Zealand longfin eel. We developed a refined, elegant identity that honours its heritage while signalling its place in the premium global food market.

This included:

  • Brand identity inspired by the purity of Waituna and the story of this revered species
  • Website and digital presence designed to captivate export markets and educate customers
  • Packaging design that feels as boutique and premium as the product itself
  • Storytelling that celebrates the eel’s place in the New Zealand narrative — natural, sustainable, and steeped in legacy

Waituna New Zealand Eel now enters the global stage with a brand that matches its story — authentic, elevated, and export-ready.

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What the client said

"Working with Naked Creative was an outstanding experience from start to finish. They understood the cultural depth and global potential of our product and delivered a brand that feels both grounded in Aotearoa and ready for the world. The storytelling, design, and strategic thinking were second to none — and the packaging and website blew us away. The end result reflects everything we hoped for and more. We couldn’t have asked for a better partner."

Hamish Bruce, General Manager

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