The spiral form is based on the koru, a shape integral to Māori art and inspired by nature, growth, and movement. The spiral also reflects Nui founder Amanda Searancke’s New Zealand origins and symbolizes the possibility of new life from reuse.
Each Nui piece is crafted intentionally and made to last using organic and sustainable materials. We created a brand book that reflects the values of the company in its messaging and the soft, comfortable, and lightweight quality of the clothing in its design.
New Zealand’s lush landscape inspired the earthy color palette while the typography draws on the soothing simplicity of materials like wool and silk. The design and UI of the site combine to create a fluid and immersive experience true to Nui’s homeland.