Case study overview
Avaiki - Cook Islands Pearls
With the Cook Islands pearl industry in the doldrums, BRR was asked by the Cook Islands Pearl Authority (CIPA) to develop a new, differentiated and compelling brand that would be capable over time of lifting the profile, price points and returns to the nation's pearl farmers.
Before undertaking any branding or marketing activities BRR encouraged the industry players to adopt a range of quality consistency, stewardship and integrity initiatives. These were required as pre-requisites to underpin the brand prior to its launch. These integrity initiatives were developed into an industry reform document, which included an operating charter.
BRR recommended a 'rare depth' strategic approach to branding and differentiating Cook Islands pearls. The Avaiki brand (Avaiki meaning 'spiritual home') and an engaging back-story were created by BRR and developed into a range of collateral, including a promotional brochure, banners, in-store display and authentication material and an audio visual presentation.
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