OHANA POKE - LOGO PROJECT

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THE STORY & DESIGN GOALS

 

Ohana Poke serves Hawaiian poke, a Hawaiian staple which consists of cubed, seasoned raw seafood and fresh vegetables served atop a warm rice. The brand adapts the concept of 'Ohana' (family) and it has great pride on serving wholesome and freshest ingredients that are free from artificial ingredients and additives.

My goal was to create a visual identity that clearly portrays the brand with a modern and contemporary touch. Furthermore, the client wanted to incorporate playful factors to the design and as such, I utilized bright tone colors to match the overall ambience of the restaurant.

 
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THE SOLUTION

The logo design has a fish + bowl as a focal point (which clearly represents the Poke restaurant), but I added the hint of 'playfulness' with the splashy tail. By playing with the tail (rather than adding the whole fish), the design is more memorable and makes the brand stand out from its industry. To match the client's vision, I utilized bright aqua tone color to represent ocean, sea, fresh, and clean feel. In addition, played with the Japanese modern pattern on the bowl and paired the design with a long, roundish font for the contemporary, hip look. Finally, fun Hawaiian vector icons were designed to complement the logo that can be used with other visual identities, such as brochures, menu, website, and business card.

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