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Hula Girls Rebrand
For a school assignment I was tasked with re-branding an existing company; logo + identity, brand extensions and website. Hula Girls Hawaiian Shave Ice is a catering company in Southern California whose claim to fame is that they are the original Shave Ice company on the mainland outside of Hawaii.
The logo + menu. There are an exorbitant amount of fonts and type treatments, all of which don’t align with the identity that the company wants to present with. The logo looks as if it is pieced-together clip art. The color palette is discordant and everything looks a bit out-dated. Because there is so much competing information, nothing is easy to take away from the designs..
Aloha, relaxed, playful, natural, positive, colorful, warm, welcoming. After working through different ideas about how to achieve this new tone of communication, I arrived at this; a shave ice cone melding with flowers, the sun and the ocean. The color is reminiscent of a sunset over the ocean - but can be read as the syrups that color the shave ice.
Dulcelin is a feminine and playful script font. Josefin, is a sans serif that is modern and easy-to-read. The color resembles a sunset over the beach and also reads as the syrups that flavor the shave ice. All photos are of people, and treated to increase warmth and ease of viewing.