Hawaiian wants to change fast food for good. To achieve this goal their branding needed to match their healthy ambitions. Together with my former colleagues at Momkai we’ve designed an identity that dares to be different in a highly competitive landscape.
Transitioning from a set identity into the physical realm is always exciting. We got to explore many different touch points: From bowls to chopsticks and from the menu to company clothing. Our goal was to not only enhance the dining experience but also reflect the Hawaiian values: Welcoming, warm and summer vibes.
To further enhance the lively spirit of Hawaiian, we introduced several illustrations. By combining the vibrant brand colours with tropical elements, we encapsulated the positive and carefree spirit of a summer getaway. The inclusion of people adds a friendly and relatable touch, giving the Hawaiian brand a recognisable face.
With the introduction of a new brand, also comes a refreshed online presence. Our goal: to find harmony between the bold Hawaiian identity and ease of use. By letting the poke bowls take center stage, the website transforms into an enticing experience that is completely tailored towards out craving for good food.
