Arrowtown Stonework.

Pounamu Brand Identity System.

The Problem
Arrowtown Stonework is a whānau-owned pounamu and jade business with deep cultural meaning behind its craft, but its existing brand did not reflect the mana, warmth, or experience of the taonga it represents.

The Insight
Pounamu is not just jewellery, it is a story of people, place, and connection. The brand needed to feel human, respectful, and grounded in meaning rather than commercial retail language.

The Design Response
We created a culturally grounded brand identity system that frames each piece of pounamu as taonga. This included a refined visual language, a comprehensive brand guidelines playbook, ensuring the brand could be consistently lived and understood by staff and customers alike.

The Outcome
Arrowtown Stonework now has a unified brand system that honours heritage while feeling contemporary and welcoming, creating a more meaningful customer experience across every interaction.