Reka Finds Inspiration From Maori Culture


Reka is all Maori culture, thanks to designer Kelli Elmer who shines a light on the tutu berry with her concept designs. 

"Celebrating the indigenous Māori culture of New Zealand, this finely crafted cider is brewed with the Tutu berry (a sweet fruit commonly used in early ways of Māori fermentation). The Tutu Berry is blended with the Royal Gala Apple which originates from New Zealand. The brand is inspired by the Māori cultural symbol of prosperity (Matau) and New Zealand plant life. Reka stands for "sweet" or "melodious" in the Māori language and it directly represents their preferences in alcohol flavor. I started by conducting a substantial amount of research about the history of New Zealand and of the Māori. I studied books on plant-life, symbolism and the Māori's history of alcohol. I was inspired by the information and this was my design solution." 


"This packaging features waxed dipped bottle tops to create a very sleek and classic look. The contrast of the bright violet against the black allows this brand stand out amongst other hard ciders. The front label is cut in an unconventional shape to add more interest and create cohesion between the design and packaging. This product showcases my original artwork and carefully crafted designs, typography, 3D prototypes and photography."


Student at University of Wisconsin: Kelli Elmer
Printing Services: Insty Prints