OneFortyOne New Zealand brand launches, replacing Nelson Forests name and logo

24 Mar 20


Well known Nelson Tasman and Marlborough business Nelson Forests has been rebranded as OneFortyOne New Zealand effective from 25 March 2020.

The move follows on from OneFortyOne’s purchase of Nelson Forests (including Kaituna Sawmill, near Blenheim) in 2018.

OneFortyOne Chief Executive Officer Linda Sewell says that nothing has changed in operational terms for the management company and its associated staff in Nelson and at Kaituna Sawmill, both of which have remained as they were at the time of the OneFortyOne purchase.

“What has happened is that the new branding has galvanised our sense of a single business across Australia and New Zealand, communicating a collective purpose,” says Sewell.

Sewell says the start to 2020 had been unprecedented with the Australian bushfires and now the impacts of COVID-19, which were completely unforeseen.

“We had already started the rebranding project long before these events were on the horizon,” Sewell says. “We feel fortunate that we took an approach that was extremely mindful of waste and cost and so we felt we could finish the project very pragmatically. Ultimately, the branding project speaks to the unity of the business, which is very important in the current climate.”

While there will be a transition period in the community because Nelson Forests is a well known brand in the areas in which it operates, there is now an opportunity for everyone in OneFortyOne New Zealand to share the great story behind the OneFortyOne name, says Executive General Manager New Zealand Lees Seymour.

“We are very mindful of the context in which we will be rolling out our new brand,” says Seymour. “The process will be gradual but will give our team a morale boost. They have put a lot of hard work into the project and we want to complete it to honour the effort made by them.”

Seymour says that OneFortyOne’s new brand represents the fibre that is at the heart of everything the company does.

“The new logo is based on the cross-section view of an individual wood fibre from one of our trees. It represents not only the physical shape of fibre that is at the heart of our business, but also the three strands of our purpose: strengthen, integrate, and extend. It has a dynamism to it. It’s energising, fresh and new and it fits with the wood industry we’re in. The team and I love it.”

To coincide with the rebrand launch and International Day of Forests on Saturday 21 March, OneFortyOne also released its 2019 Annual Review as a summary of what was a huge year for the company.

“The report is a comprehensive overview of our operations,” says Sewell, “plus a few selected stories that show the positive impact OneFortyOne is having on our environment.”

Sewell says OneFortyOne challenged itself to grow and develop in 2019, with safety being one of its highest priorities.

“Our industry has risks and we work to mitigate these by putting best practice systems and processes in place. In 2019, we gave our people a mandate to put forward innovative approaches to improving safety. We are also promoting the importance of mental and emotional health as these are just as important, and valid, as physical health.

“Another key risk area is fire readiness. We take the responsibility of fire readiness very seriously and it is a key priority, every day of the year.”

Sewell says the company had remained financially profitable in challenging markets while staying true to its practice of offering fibre first domestically and developing its strategy to increase domestic processing in New Zealand.

“We have supported the future of the industry by investing in education through curriculum development, scholarships, graduate roles, apprenticeships and vacation job programs.

“We have also supported the future of our communities by supporting initiatives that promote regions, culture, the environment and diversity.

“We now understand our carbon footprint and can diligently say that we are carbon negative which means our trees absorb and store more carbon than the business emits.”


For more information contact Jessica Douglas, Director External Affairs +61 400 186 293

OneFortyOne acknowledges the Traditional Custodians of Country throughout Australia and their deep connections to land, water, and community. We pay our respect to Elders past and present and extend that respect to all First Nations people today.

In Aotearoa New Zealand, Māori communities have a strong spiritual connection between people and the land – the wellbeing of one sustains the wellbeing of the other. We strive to build meaningful relationships with iwi as tangata whenua (people of the land/region), to be responsible intergenerational kaitiaki (stewards/guardians) of the land where our forests grow.