Tāhuna Beach Holiday Park
Brand Strategy and Identity for Nelson's Century-Old Beachfront Holiday Park
Overview
Tāhuna Beach Holiday Park & Motel had spent years trying to be a lot of things to a lot of people. A hangover from Covid left it marketing to long-term residents, short-term group accommodation, and holiday-makers all at once—three audiences, with little clarity.
The brand told the same story. A kiwi character left over from its Kiwi Holiday Park Group days, a name carrying a word (Motel) that no longer fit, and no brand assets the team felt did justice to the product, the location, or the memories made there.
We ran a workshop with the Board and leadership team, then set to work polishing off a local diamond-in-the-rough. The result brought new life to the park for the staff and the families that have been coming there for generations.
A hundred years of summers, finally with a brand to match.
The Strategy
Doing less, for the right people
Our strategy started with narrowing the focus. We dropped ‘Motel’ from the name and narrowed the target to a single audience: holiday-makers.
That freed the brand to lean on what the park does better than anywhere else—an incredibly affordable, family-friendly holiday in a five-star location, right on Nelson’s best beach.
The Creative
Why the name stayed
The client was open to considering new names, but we recommended against it. Tāhuna Beach Holiday Park already does four jobs at once.
- Tāhuna locates it, in a place people know and want to be.
- Beach carries the strongest selling point there is: they’re right on it.
- Holiday sets the category and makes a promise about how the stay will feel.
- Park describes the scale—spacious, green, connected to nature.
The challenge wasn’t finding a new name. It was finding fresh energy inside the one they already had.
Subtly nostalgic, unmistakably Kiwi
The result was a logo, brand identity, icon system, image direction, and communication package built around the best bits.
Subtly nostalgic. Kiwi-humble. Unassuming and playful in equal measure.
A brand that celebrates what Tāhuna has always been: somewhere to relax, play, and make memories that last.
The Delivery
Rolled out in stages, across a whole park
A brand this size doesn’t land overnight, so we staged it.
Digital touchpoints, uniforms, and merchandise came first. Then wayfinding across the site—a playful illustration-led system that does its job and carries the personality while it’s at it.
Photography came last. We art directed an approach grounded in real moments—families, friendships, the kind of summer that looks like everyone’s childhood—then built campaign creative to show the country what a Tāhuna holiday actually feels like.
Contributors
Photography: Aimee Jules
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