Description:

Once thriving in Aotearoa, the kiwi population has sadly declined to around 68,000, decreasing by 2% annually. This alarming statistic translates to approximately 20 kiwis being killed every week. Our forests, once resonating with the distinctive and piercing calls of kiwis filling the inky night, are now falling silent. It’s unthinkable that these iconic birds could disappear, causing us to lose a significant part of our heritage and connection with this precious taonga.

We sought to leverage the value that world-class New Zealand design creates to make a meaningful impact for everyone and protect the source of our shared identity. Our vision was to harness people’s interest in encountering kiwis and turn it into a positive, self-sustaining revenue-generating model to fund kiwi protection efforts. This initiative aligns with our core values of Tiakitanga, ensuring that we leave a lasting legacy for future generations.

The brief was simple and powerful: create an authentic piece of New Zealand design akin to an Olympic torch, uniting the mission to save the kiwi. This product would be something visitors and locals alike could purchase, with proceeds supporting widespread grassroots efforts for kiwi conservation.

Introducing Lucky™ and her adorable Chick™ – two distinctive collectables symbolising our national icon and embodying everything we cherish within regenerative New Zealand design. Their progressive form reflects the unfolding fern fronds of the koru, a symbol of life and perpetual movement for all kiwis.

Each individual frond is crafted from sustainable New Zealand wool, delivering a clean and vibrant visual aesthetic, rich tactility, and strong environmental credentials while maintaining authenticity. Much like wool, kiwi feathers are soft to the touch, yet their legs and talons are strong and tough. Kiwis also possess an unusual beak and a very curious personality. The real art of the product design process lay in balancing these unique attributes in a fun, clean, and fresh way. The silhouette, layered form, materiality, and playful design of Lucky™ and Chick™ provide broad appeal – they look as good in a child’s room as they do in the Museum of Modern Art.

All profits generated through the sale of these items are transferred to Save the Kiwi Trust, a nonprofit dedicated to protecting our treasured kiwi. Our ambitious goal is to encourage 1% of all visitors to Aotearoa each year (along with many locals) to purchase one of these items. This would significantly raise funds to support doubling the wild kiwi population in Aotearoa over the next decade – a truly remarkable achievement!

By creating and promoting Lucky™ and Chick™, we aim to make a tangible difference in kiwi conservation efforts. We believe that through this initiative, we can foster a deeper connection to our national symbol and inspire collective action to protect it. This project not only supports kiwi conservation but also celebrates the ingenuity and creativity of New Zealand design, making a meaningful impact that resonates with both locals and visitors alike.