Strategic logo critiques and redesigns helping New Zealand businesses build
stronger, more memorable brands.
Every logo tells a story - but not every logo tells the right one.
Kiwi Logo Rescue is an educational series where I redesign the branding of New Zealand businesses, explain the strategy behind every decision, and explore how better branding can create stronger first impressions and more memorable businesses.
WHAT IS
KIWI LOGO
RESCUE?
When I relocated to New Zealand from the UK and settled in Whanganui, I was inspired by the passion behind so many local businesses. At the same time, I couldn't help noticing a growing number of empty shopfronts and businesses quietly closing their doors.
As a brand designer, I began to see a common theme. Many businesses were offering fantastic products and services, but their branding was not even close to reflecting the quality of what they had to offer. While branding isn't the only factor behind a business's success, it often shapes the crucial first impression that influences whether someone chooses to engage.
That's what inspired Kiwi Logo Rescue.
Rather than criticising logos for the sake of it, Kiwi Logo Rescue uses each redesign as an opportunity to explain what may be holding a brand back - and how more strategic design decisions could improve clarity, recognition and customer perception. Each redesign explores how a business could better communicate a specific personality, values and positioning through a stronger visual identity.
Every project is created independently for educational purposes and with genuine respect for the businesses featured.
HOW EVERY
RESCUE WORKS
01
RESEARCH
Understanding the business, its audience and the market it operates in.
02
CRITIQUE
Identifying the strengths, weaknesses and opportunities within the existing logo.
03
STRATEGY
Defining how the new identity should communicate the business more effectively.
04
REDESIGN
Creating a strategic visual identity built around clear objectives.
05
vIDEO BREAKDOWN
Explaining every design decision through a detailed before-and-after analysis.
THAI VILLA, WHANGANUI
The original logo contained a lot of visual detail, making it difficult to read and limiting its versatility across different applications. This redesign simplifies the identity into a more elegant and recognisable brand, using a custom Thai-inspired emblem and refined typography to better communicate authenticity, quality and tradition.
The result is a timeless identity that's easier to remember and designed to perform consistently across every touchpoint.
CACTUS CREME CAFE, WHANGANUI
he original logo relied on generic typography and a stock-style illustration that felt disconnected from the rest of the identity, making it difficult to establish a distinctive brand personality.
The redesign takes a more contemporary approach, replacing the illustration with a custom wordmark inspired by the silhouette of a cactus. Supported by a warm, earthy colour palette, the new identity creates a stronger sense of character while offering a more memorable and cohesive brand across both physical and digital touchpoints.
DUKE’S DOG DAYCARE, WHANGANUI
Creating a memorable brand for a dog daycare means capturing the energy and personality that owners hope their dogs experience while they're away.
This redesign replaces a generic mascot with a playful custom wordmark, cleverly integrating a smiling dog's face into the lettering itself. Combined with bold colours and a flexible visual identity, the result is a brand that's instantly recognisable, full of character and designed to appeal to both dogs and their owners.
BOSS HOMES, WHANGANUI
A construction brand should communicate quality, reliability and professionalism from the very first glance.
This redesign introduces a cleaner, more contemporary identity built around a simple geometric symbol that subtly references the roofline of a home. Paired with bold typography and a refined colour palette, the new identity creates a stronger sense of credibility while remaining highly recognisable across every customer touchpoint.
SPICE GURU, WHANGANUI
For restaurants, branding sets expectations long before a customer sees the menu. This redesign replaces a generic combination of icons and typography with a refined wordmark inspired by traditional Indian letterforms and cultural influences.
Supported by a rich colour palette, the new identity creates a stronger sense of authenticity and sophistication while positioning the restaurant as a premium dining and cocktail destination.
VIRGINIA LAKE CAFE, WHANGANUI
Rather than relying on generic hospitality icons, this redesign draws inspiration from the café's most recognisable asset-its location.
A hand-illustrated duck carrying a coffee cup creates an instantly memorable brand character while reinforcing the connection to Virginia Lake itself. Supported by contemporary typography and a refined colour palette, the new identity gives the café a stronger sense of personality and a story customers are more likely to remember.