Huihui are the food, function, and event specialists for New Zealand Parliament. The name ‘Huihui’ means ‘to gather’ a reflection of their role in bringing people together to share food, conversation, and unforgettable experiences inside some of the most significant spaces in Aotearoa, including the Beehive and Old Parliament buildings. I was tasked with creating a sophisticated, flexible identity that honours Parliament’s mana while welcoming everyone to the table.

The Challenge

Develop a brand that feels professional, timeless, and elegant while still being warm and inviting.

Balance the gravitas of Parliament with a contemporary hospitality aesthetic.

Ensure the identity works seamlessly across a wide range of applications, from menus and signage to uniforms, glassware, and press ads.

The Approach

Anchored the visual system in the idea of gathering and connection, expressed through the brand name and identity.

Introduced the Huia feather frame device - symbolic of mana, dignity, and service, to frame communications with a unique, instantly recognisable motif.

Developed brand patterns and witty copy lines (“Order, order”, “All parties welcome”, “The best seats in the House”) to weave in subtle nods to Parliament’s heritage.

The Solution

Logo: A refined, versatile logotype designed for clarity and legibility across print and digital applications.

Tone of Voice: Professional, witty, and welcoming, using Parliament-inspired wordplay such as “Order! Order!” and “All parties welcome.”

Photography: A dedicated photoshoot inside Parliament showcasing the grandeur of the venue, the warmth of Huihui hospitality, and the fine detail of its food and service.

The Outcome

Delivered a brand system that communicates manaakitanga and professionalism while positioning Huihui as both authoritative and welcoming.

Helped Parliament’s hospitality offering stand apart as a world-class event service provider, serving guests from heads of state to local community groups.

Created a visual identity that is both timeless and adaptable, one that honours the formality of Parliament while remaining engaging and accessible to all.