the past timber was been seen as a generic raw material
with inconsistencies in thickness, strength and even availability.
The Origin brand was conceived as a vehicle by which Fletcher
Challenge Forests could market timber as a branded
product with clear measurable attributes, certainty of
supply and strict quality standards.
This campaign was created to establish the principles
of the brand in the minds of the building trade and the
end users. We chose to identify it with archetypes who
refused to compromise their standards.