Gather Wairarapa
Wairarapa • Farmers Market / Community Food Event
A brand strategy and identity for the relaunch of a Wairarapa farmers market - repositioned as the region's gathering place for food, people, and story.
PROJECT SCOPE
Brand Strategy
Brand Identity
Brand Guidelines
Illustrations
Wayfinding
Marketing Collateral
Social Media Templates
Photography Guidelines
WHERE THEY WERE
Wairarapa already had farmers markets. What it lacked was a Saturday morning people would plan their weekend around - a place to slow down, wander, connect with growers, and celebrate local food in a setting that felt genuinely rural. That was the opportunity.
WHAT WE FOUND AND HOW WE THOUGHT
Food was never really the point. Connection was.
Gather offered something increasingly rare: real conversation, local provenance, and the people behind every product. We positioned the market as a weekly ritual where produce and story do the talking - open to every generation and centred on the people who grow and make here.
Grown here. Gathered here.
WHAT WE MADE
A complete brand ecosystem designed to work across every touchpoint - from wayfinding and signage to stall-holder collateral, social templates, photography direction and branded merchandise.
The identity feels elevated enough to be memorable, yet warm enough to belong in muddy boots at 7am. Every element was created to help the organising team maintain consistency long after handover.
WHAT CHANGED
Gather emerged with a clear identity, a distinct voice, and the tools to grow consistently. The strategy created a shared foundation that could be carried across signage, social media, photography, wayfinding, and every Saturday market touchpoint.
This project was delivered as a full brand strategy engagement through The Grounded and Groundbreaking Framework
"Gather has a real good feel to it now. It's a curated range of stallholders - a collective group of people who share in the vision and the values - and it feels really elevated and special, but still rural, homegrown and market-like. They're doing a really great job down there - I think it'll become the destination for market weekend shopping."
