The Brief
We partnered with Waituna New Zealand Eel to reposition one of Aotearoa’s most treasured taonga for international markets. This was more than a rebrand — it was a cultural and commercial elevation.
Our Work
Our work focused on building a brand that reflects the pristine origins and historical significance of the New Zealand longfin eel. We developed a refined, elegant identity that honours its heritage while signalling its place in the premium global food market. This included:
Brand identity inspired by the purity of Waituna and the story of this revered species
Website and digital presence designed to captivate export markets and educate customers
Packaging design that feels as boutique and premium as the product itself
Storytelling that celebrates the eel’s place in the New Zealand narrative — natural, sustainable, and steeped in legacy
Waituna New Zealand Eel now enters the global stage with a brand that matches its story — authentic, elevated, and export-ready.
What the client said
"Working with Naked Creative was an outstanding experience from start to finish. They understood the cultural depth and global potential of our product and delivered a brand that feels both grounded in Aotearoa and ready for the world. The storytelling, design, and strategic thinking were second to none — and the packaging and website blew us away. The end result reflects everything we hoped for and more. We couldn’t have asked for a better partner."
Hamish Bruce, General Manager