T E TOHU

Air New Zealand and De­sign­works' Te Tohu Aho Award Pur­ple Pin – but its true pur­pose goes far be­yond de­sign.

Idealog - - DESIGNERS INSTITUTE OF NEW ZEALAND - Cre­ative Di­rec­tors: De­sign Di­rec­tor: Client: Air New Zealand

Born out of a com­mon Tohu be­gan as pins meant to be cabin crew, but trans­formed into some­thing mean­ing­ful to

Award Pur­ple Pin at the Best De­sign Awards, the de­sign team

de­sign, with a waha (mouth) meant to sig­nify the oral ori­gins by ex­pert carver Clive Fugill at the glob­ally renowned New

An­drew Baker, Air New Zealand’s cul­tural de­vel­op­ment man­ager, says the air­line was thrilled with how the Tohu pin some­thing that could be mean­ing­ful to all Air New Zealan­ders

The process of com­mis­sion­ing and launch­ing the pins took about a year, she says, and in­volved part­ner­ships with groups

The de­sign is based on the waha (or the mouth), a sa­cred gate­way for tak­ing in life – breath, food, wa­ter – and for shar­ing our

Ngahiwi Apanui says the be em­braced by the wider are fo­cused on pre­serv­ing and en­sur­ing a bright fu­ture and com­mu­nity groups em­brace the Tohu so it be­comes syn­ony­mous with

of the Tohu, which will be awarded to el­i­gi­ble Te Reo

Baker says that de­sign help pre­serve the very bedrock of Aotearoa’s also one that ac­knowl­edges the im­por­tance of Te cham­pion its growth and This project high­lighted the fun­da­men­tal role that de­sign

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