TVNZ’s Heartland channel is all about 100 percent local content and, with its inclusion of classic Kiwi shows like Country Calendar, It’s in the Bag and old episodes of Shortland Street (that, let’s be honest, often make you cringe), its new visual makeover seems quite fitting. The new look features a range of Kiwiana phrases embedded in some retro Kiwiana images designed by Jon Chapman-Smith from creative agency Fuman.
Creative directors at S-M, Daniel Martin and Scott Spicer, were commissioned by TVNZ for the project, with Spicer saying the new look “spotlights what the channel represents”.
Creating a “consistent touch point” across all areas of promotion, menu boards and the channel itself, Spicer said the intention was to create a brand people could “get instantly”.
“It’s nostalgia in a relevant way,” he said. “It’s a celebration of being Kiwi and what it means to be Kiwi.”
The new look, already clearly visible on the channel's website, comes equipped with four illustrations — a fantail, a cup of tea, a red tractor and the tomato-shaped tomato sauce dispenser — each carrying sayings that include ‘hunky dori’, ‘sweet as’ and ‘ happy as Larry’.
“They’re built out of a common vernacular,” commented Spicer.
Chapman-Smith, commissioned by S-M to execute the designs, says classic Kiwiana is “all the rage at the moment”.
He said texture, together with faded colour, was applied to the images to give them a retro feel. Both Chapman-Smith and Spicer agree the images lend themselves nicely to potential t-shirts and even tea towels applications, but whether that will happen remains to be seen.
This story originally appeared on StopPress