KUKUI POKE BRAND IDENTITY

EAT LIKE NO OTHER.
品牌簡介
Kukui Poke 啟發自夏威夷傳統料理,以美味且多元組合的生魚波奇飯,提倡簡單但豐富均衡的飲食文化。品牌以全食物的精神保留最完整的營養,提供給重視體態與健康的群眾,鼓勵大眾有意識地選擇每一口飲食。作為熱愛環境且有永續觀念的品牌,Kukui Poke 的透明全食物理念反映於視覺與包裝,以簡約俐落的造型傳達其彈性有質感的形象。
Background
Kukui Poke is inspired by traditional Hawaiian cuisine, with delicious and diverse combinations of healthy and heartfelt ingredients, which promotes a simple but rich food culture. The brand retains low carb, high protein in the form of whole foods, which is provided to people who value body and health, and encourages the public eating with conscious decisions. Caring about the environmental issues and sustainability, Kukui Poke's transparent whole food concept is reflected in the vision and packaging, conveying its flexibility and simplicity with a easy and neat impression.
設計方案
呼應輕盈無負擔的均衡料理,Kukui Poke 的標誌由不同比例字母組成,代表其不同食材的多樣變化性。整體字架俐落平衡,簡約瘦長的造型帶有速度感;搭配繽紛清爽的食物原色,為品牌注入飽滿的生命力與能量。名片的造型形似圓潤的波奇碗,模擬一碗匯聚各種鮮美的餐桌情境;攝影以趣味的編排、清晰有質感的氛圍色調,強化來自夏威夷的飲食特色。
Design
Echoing the fresh and balanced cuisine, Kukui Poke's logo is composed of letters in different proportions, representing the diversity of its different ingredients. The neat and balanced logotype is designed with slender shape with a sense of speed, and the refreshing food colors brings vitality and energy to the brand. The shape of the business card resembles a round bowl, simulating a table scenery where a bowl gathers all kinds of deliciousness. The photography uses interesting arrangement, clear and straight atmosphere tons, to strengthen the energetic Hawaii terroir.
  • Client
    Kukui Poke
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
    Photography Proposal
  • Year
    Aug 2021
  • Art Director
    Leo Huang
  • Designers
    Jha Zhang
    Mimi Tsen
    Chien Chia Chen
  • Copywriting
    Vivia Wang
  • Typeface
    Poppins
    Noto Sans CJK TC
    Fira Sans
    Barlow Condensed
  • Photography
    Andrew Kan