Description:

Mā te huruhuru, ka rere te manu — with strong feathers, the great bird will glide.
Presented with the challenge to enhance and continue a 150 year rail journey, Great Journeys
New Zealand, KiwiRail made the bold move to invest in creating a premium rail experience in
addition to its wider offering.

A world class and distinctly Aotearoa New Zealand travel experience that creates a deeper
connection to people, place and is underpinned by our nation’s rich cultural tapestry to leave a
long-lasting and memorable impression for our respected manuhiri.

The strategic concept of ‘Aotearoa Sensory Embrace’ is about connecting people closer the
distinctive nature and spirit of this place, creating holistic sensorial experiences, and
embracing the journey over the destination.

And the metaphorical design idea, ‘manuhiri’, delivers this through the vehicle of design. The
gathering of the birds, this is about moving away from viewing our visitors as customers and
engaging them as valued guests that have made a journey to be with us, in our home.

These concepts were used to create a signature aesthetic and service style, drawing from the
colours, textures and forms of our many native manu and the landscapes they call home.

The tohu and primary manu device is shaped by the movement of our many manu coiling
through the landscapes our manuhiri move through. The updated colour palette draws directly
from the hues inherent in our natural domains, and this, along with the manu device, was
applied directly to the carriage exteriors. The bespoke display typeface is born of a unique
approach that reflects the deep history of rail and manu forms. Scalloped terminal endings
referencing the beat of a bird’s wings in flight.

Throughout the carriage interiors, we created a space of true manaakitanga that visually
reflects the way we want manuhiri to feel. Staff uniforms are a distinct and iconic physical
representation of our brand – our spirit of manaakitanga.

This project is the culmination of five years of creative exploration, a true example of bi-cultural
and multi-media collaboration. The result is a travel experience that can only come from here
and is designed to bring shared prosperity – culturally, socially and economically.

Having the journey blessed by mana whenua Ngāi Tūāhuriri and Ngāti Waewae prior launch to
ensure our hosts and guests travel with spiritual safety, a touching moment that signified a
special journey ahead, for all.