EXPLORE THE IDA 2025 WINNERS - GET INSPIRED BY OUTSTANDING DESIGN!
PĀKIKI’s graphics system was built to function as a consistent, flexible, and expressive design language. The visual identity reinforced the brand’s messaging pillars: unapologetic honesty, curiosity, rawness, and its core positioning of Happiness in Progress. We introduced 3 illustrated street dogs as recurring brand characters. We designed vernacular wordmarks in multiple regional scripts, each paired with phonetic spellings. A clear typography system, bold messaging style, and a supporting secondary colour palette were developed to give balance, allowing primary brand elements to stand out