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.

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.

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