PAPA SKINCARE

Black container of Pabpa face scrub with activated charcoal, Kawakawa, and Horopito, 200ml.

The new range for tāne combining rongoā Māori, sourced directly from Papatūānuku.

From the black iron-rich sand of the West Coast to Kāwhia’s bounty of rongoā, Papa Skincare combines the nurturing ingredients of Papatūānuku with the dynamic lifestyle of the modern Māori man.

CREATIVE SERVICES

Creative Direction
Brand Identity
Product Packaging
Instagram Curation

@papaskincare

Close-up of a man's hand and shoulder, with a dark background, overlaid with white text that says 'Natural skincare for men, derived from our Whenua.'

CREATIVE DIRECTION

For Papa it was all about monochrome minimalist branding and sleek product packaging to allow the brand story to shine through. Papa exists to bring light to Rongoā Māori and Māori culture and practices, so we wanted the logo to give a subtle reference this. We achieved this idea through the β€˜a’ letters in the Papa logo, customising them so that they appear similar to Te Takarangi spirals – a common element of Māori design. By keeping design elements distinctly minimal, we then curated a selection of scenic photography to represent Papatūānuku (Mother Earth) to deepen the overall context and story of this brand.

BRAND VALUES

Papatuanuku
Tikanga
Rongoa Maori
Self Care
Relatable Education

Waterfall flowing over rocks and surrounded by lush green vegetation.
A black jar labeled 'PAPA Face Scrub / AROHAKI' with black granules on top, surrounded by black crumpled paper, and set against a dark background.
Brown pump bottle labeled 'Pepa' with white text, placed on black crumpled paper in a dark setting.

Kind Words from Kahn

Leah was referred to me and I couldn't be happier she was. From start to completion Leah was always on the ball with communication throughout the project along with realistic timeframes and being up front about costs and where her time is allocated. Leah understood the cultural aspects I needed to have and "Papa"  looks and feels the way I pictured it to be and more. Looking forward to working on future projects together. Ngā mihi nui kia koe, e hoa.

DIRECTOR OF PAPA SKINCARE www.papaskincare.co.nz

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