Ethical Hardwood

The mission for this initiative is achieve 100% ethically sourced and processed imported hardwood in NZ by educating architects, builders and consumers and get them to fall in love with the product.

The design identity represents tree age rings, the cyclical nature and moving forward and the mark also resembles an ‘e’ for ‘ethical’ and it's interacting elements representing sectors working together to create a whole. The strapline was also devised in the design process.

In addition to the main logomark, their was a requirement to create a 'trustmark' that could be applied to timber and to affiliates collateral to indicate the wood product was ethically sourced.