As of June 2021 Whakatane Mill Limited was acquired by the Smurfit Consortium – it was only fitting that a fresh new direction be reflected in a new visual identity and logo. The acquisition sees a change in strategic direction for the Whakatane Mill with the production of LPB coming to an end and a renewed focus upon FBB and Carrier Board production. This excitement and reinvigoration has been captured in our new logo.
The choice of green colours reflects our surrounding environment – our position in the sunny Bay of Plenty, New Zealand see’s us surrounded by forestry and pristine native bush on an impressive scale. The form of our logo can be seen as one of our wonderful native birds flying upwards on a positive trajectory while simultaneously symbolising the light, natural layers of our paperboard. Beyond mere symbolism, our new logo is a genuine reflection of our renewed commitment to excellence in board, everyday.