The Uniquely Cook Islands initiative is a certification and identity programme led by the Business Trade and Investment Board (BTIB). It has been designed to support Cook Islands businesses and makers, both locally and overseas, by providing a recognised mark of authenticity.

The programme strengthens visibility, builds trust, and reinforces identity across local and international markets. Businesses and makers are invited to register and apply for certification for qualifying products and services, with the intention of strengthening recognition of authentic Cook Islands enterprise and helping it stand out.

In the early stages of development, our Director, Gina Tavioni Bamber, met in Rarotonga in April 2025 with Nick Deane and Jim Spielmon from Wonderkarma Vanuatu, who were leading the project’s strategy, creative direction, and visual identity.

These initial conversations focused on understanding the purpose of the programme and exploring how an identity system could support its function. Gina’s role was as a cultural advisor and point of connection, contributing to discussions around meaning, cultural context, and the importance of authentic representation when working with Cook Islands symbolism and identity.

“Working alongside Gina was essential to the integrity of this work. Her generosity, guidance, and deep knowledge of Cook Islands culture ensured that every element of the Uniquely Cook Islands identity was developed with respect, authenticity, and care. This was not just a creative process, it was a cultural responsibility, and Gina helped us honour that every step of the way.”

– Nick Deane, Wonderkarma Vanuatu

Following these discussions, an ongoing exchange of ideas and reference material continued remotely, supporting a deeper exploration of Cook Islands visual language. This included the sharing of cultural resources to inform reflection and guide the design process. The final Tokens reflect a collaborative process shaped by multiple perspectives: the strategic intent of BTIB, the creative development by Wonderkarma, and the cultural knowledge shared through Gina’s guidance and broader community insight.

For Te Toki Tupuna, this kind of engagement represents an important intersection between culture and contemporary systems. It is not about ownership of ideas, but about ensuring that cultural context is present wherever identity is being shaped and expressed.

Ultimately, the value of this collaboration lies in a shared intention, to support Cook Islands enterprise through an identity framework that is meaningful, considered, and reflective of who we are.

Discover more about the initiative at uniquelycookislands.co.ck