Te Awa shopping mall is located at The Base shopping complex in Hamilton and is owned by Tainui Group Holdings. We were briefed to develop a strong and contemporary name and identity for the new mall.
The cultural significance of the neighbouring Waikato River was the inspiration behind the name. Te Awa translates to ‘The River’ and the Waikato-Tainui attach huge significance to this awa tupuna (ancestral river).
The use of the Niho Taniwha symbol across all elements of the Te Awa identity, wayfinding, signage, banners, ceiling and marketing collateral gives the mall a distinctive feel while maintaining important cultural links to the region.
“As our creative partner, iceberg has helped deliver quality branding outcomes across a number of our commercial developments. The Base and Te AWA are excellent examples where iceberg has provided strategic, creative and project management services that have ensured essential and exceptional outcomes.
—
Nathan York
General Manager, Tainui Group Holdings„
