The impetus for designing a Māori typeface arose as a project because there are no typefaces designed by Māori for Māori. When looking at a printed page of Māori text, whether it is set in Helvetica, Times New Roman or any other typeface, nothing about that page relates to being Māori
In light of contemporary approaches to Māori typography the key challenge was to create a typeface that resonated with a ‘Māori’ design aesthetic or was imbued with an element of ‘Māori-ness’ without using stereotypical elements from customary Māori art.
When designing a typeface informed by mātauranga Māori, pertinent questions include, is it appropriate to use a Māori typeface in places with specific cultural meanings, such as kihini (kitchens) or whare kai (dinning halls), whare paku (toilets) or urupā (graveyards)? Looking at packaging design, a question that arises is, is it appropriate for a Māori typeface to be used on alcohol or cigarettes, or on food products?