Our Tohu
The 2009 vintage marked an exciting new era for Tohu. The launch of the new vintage wines coincided with the release of the new look and branding. The motivation for change was to update Tohu's overall image, focusing on our identity as New Zealand's only Maori wine company, whilst communicating our unique brand story. Key brand elements include the Koru, a silhouette of Mt Tapuae-o-Unenuku and our signature font, representing Rauponga carving.
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In Maori culture, the koru or spiral symbolises growth, life and the natural world. The koru featured in our new branding comes from the painting He Mihi Aroha Ki a koe by renowned Maori artist, Sandy Adsett. In the past this beautiful work was the inaugural label for our wines.
Sandy Adsett's koru is a classical motif from the kowhaiwhai depicted in his painting. Kowhaiwhai is the ancient Maori tradition of complex patterns. These symmetrical designs adorn the rafters of the elaborately carved Whare Tupuna House of Ancestors and represent the voices of legendary heroes transmitting wisdom through the ether.
In the spirit of this tradition, Tohu celebrates this iconic spiral. It represents the growth of our vines, the new life we've injected into our brand and the journey of our people from the past to today. This koru signifies the long term intergenerational goal for cultural, social, environmental and economic sustainability. In essence our koru has become our Tohu (signature).
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The mountain silhouette featured by Tohu represents Mt Tapuae-o-Uenuku, the spectacular backdrop to our Awatere Valley vineyard. One of the highest mountain peaks in New Zealand, Mt Tapuae-o-Uenuku dominates the inland eastern skyline, standing at 2,885 metres above sea level. In stormy weather the mountain is often framed by a double rainbow.
Legend has it that Mt Tapuae-o-Uenuku is named after an ancestor, Uenuku and dates back to the times when atua (gods) roamed the earth. The presence of Uenuku is symbolised by the rainbow. According to legend, the early chief, Tawhaki sought his atua wife and child by climbing the rainbow of Uenuku to reach heaven. The sacred steps of Uenuku Nga Tapu Wae o Uenuku Tapue-o-Uenuku.
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Carving is one of the most celebrated and recognised traditions in Maori culture. Historically, wood, greenstone and bone were utilised to produce essential items to assist in catching, propagating and preparing food. Overtime Maori developed the skill of carving to create elaborate and artistic objects including jewellery, pou (carved posts), Whare Whakairo and Tekoteko (carved human forms). Powerful carvings found in the meeting house depict ancestors and their history, while Pou Whenua, strategically placed on the land, acknowledge and represent the relationship between Tangata Whenua (the people of the land), their ancestors and the environment.
Various types of surface patterns are adopted by carvers. One of the most common is Rauponga, characterised by a row of notched chevrons. Rauponga is represented in the unique typeface used for Tohu, a tribute to the tradition of carving.
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