The Kiwi360 headquarters had thousands of hectares of land including farms, processing plant, fun park, restaurants and a museum. The strong ties to the community was evident since the land and the business on it were owned by trusts of the tribes of Mäori, the indigenous New Zealanders. The challenge was to reflect the Kiwi icon while be commercially flexible for the various sectors such as the fun park, restaurants and the horticulture export. The end result was the logo featuring the Hoe (paddles with engraved markings of the traditional family emblem) forming a circle representing the union of the trustees. This image also reflects the kiwi fruit when looked at from a distance.