Waikato Tainui

Te Hookioi Issue 66

The first publication of its kind in Aotearoa.

Client Waikato Tainui
Date Jan 2018

Te Hookioi is the first publication of its kind in Aotearoa. Written, edited and printed from a Maaori perspective, in 1861. The vision was to provide a far-reaching voice for the Kiingitanga and Maaori. To inform, encourage and rally people behind the Kiingitanga movement. The task of interpreting the publication for today’s audience in a contemporary, relevant manner while acknowledging and honouring the whakapapa, legacy and ahurea tuakiri was a complex cultural and aesthetic challenge.

Te Hookioi Colour Boards v15
Te Hookioi Colour Boards v16

“This project has been a journey in which the Paakehaa and Maaori worlds came together in a beautiful collision - giving birth to something truly wonderful.” 

— Waikato Tainui

Te Hookioi Colour Boards v18

Honouring kingiitanga

Working with the Maaori Kiingis son Korotangi Paki, we crafted a powerful cover motif. Printed in holographic foil, it is a tribute to the legacy of the Kiingitanga with many layers of meaning emanating from the central eagle figure of; Te Hookioi. This surrounds the many faces of the Kiingitanga against a night sky and features the Matariki constellation coinciding with the launch of this special edition.

An whakataukii provided a vision for the cover foil treatment. ‘Uenuku o kara e rongo ai te ao’, ‘Let the radiance and beauty of Uenuku reach and be seen by all people’, 
Allow these stories not just inspire, but be a challenge to the reader to let their light shine and be that inspiration to others – Jade Hohaia.

People, place

The masthead sits vertically like Pouwhenua. This reflects the relationship between Tainui’s ancestors, environment, and Tangata Whenua today.  The cover design template allows a simple way to frame and celebrate the many faces and places of Tainui. Referencing the original document from 1861, there was a collective aroha for the simplicity of layout with a base grid giving flexibility for copy and use of photography.

Restoring identity

The Te Awamutu Museum generously granted access to taonga archives of the original documents and letterpress. We studied and recontextualised their aesthetic back into body copy and headlines. Collectively there was a passion to retain a thread back to the voice of the original press.

The saw-edged Niho pattern represents a chief’s lineage from the gods as well as symbolising the family houses. The Niho features prominently in Korotangi’s Kiingitanga cover illustration – a fitting motif featured throughout the magazine, appearing between the haehae lines of page banners. We also emulated various structural forms into the Te Hookioi wordmark from key narratives discussed with Jason Ake, Waikato Tainui. Taking cues from local kōwhaiwhai, whakairo designs, and referencing the beak and talons of the magazine’s namesake.

Encased in a rich royal blue linen that compliments the starry Matariki sky of the cover, the Kiingi’s crest sits proudly on each limited edition box. These boxed editions were issued to key leaders. As strategic gifts sent as a signal to leaders that the Kiingatanga is alive, strong, relevant.  A voice for Maaori, a voice of influence.

Honouring tactility

Honouring stock used on the original press, we worked with Pakohe Papers to produce a handcrafted harekeke paper. Special inserts for 66 copies, signed by Kiingi Tuuheitia for key leaders, both in Aotearoa and overseas hand-numbered 1 - 66.