Designing fruit packaging with kōwhaiwhai pūtoi koiora (auxetic kōwhaiwhai) : an exegesis presented in partial fulfilment of the requirements for the degree of Master of Design, Massey University, College of Creative Arts, Wellington, Aotearoa

Abstract

Aotearoa fruit exporters are interested in creating packaging that displays a genuine connection to Aotearoa’s cultural values. This industrial design project aims to create blueberry packaging that is driven by the concept of Kaitiakitanga, or guardianship. This is a core cultural value in Aotearoa that speaks of a holistic interest in protection and safekeeping of the environment, ourselves and each other. As a research project, this is located adjacent to a wider body of research coordinated by Massey University’s School of Food and Advanced Technology. It is carried out in collaboration with visual artist Maihi Potaka (Ngāti Hauiti, Ngāti Manawa, Te Ātihaunui-ā-Pāpārangi), an established Kōwhaiwhai practitioner. The process involved consultative expertise including cultural, industrial and technical input, and explorative iterative design sampling with shared reflective practice in the cultural expression of kōwhaiwhai. The design research investigates the behaviour and potential of kōwhaiwhai pūtoi koiora (auxetic kōwhaiwhai) in a context of produce packaging design. Multiple material and form design samples develop into a folded paperboard fruit punnet concept. These design-led explorations facilitate further opportunities for packaging applications as well as reflection on the significance of designing for real-world industry alongside localised cultural learning.