honolulu, hawaii
hi five ʻulu
Hi Five ‘Ulu is an amazing business based out of O’ahu, Hawai'i that sources locally grown breadfruit (‘ulu) and creates an array of products from the staple hawaiian food. Kanani is the founder and mastermind behind Hi Five ‘Ulu, she's created healthy local snacks that also helps the local community by donating a percentage of her proceeds to different non-profits every month. She prides herself and her business in being honest, bold, direct and all while having fun. She strongly wanted these points to be at the forefront of her brand design and to be felt throughout all of her various products as she continues to grow her business. She needed a brand that could grow with her array of products she came up with. A focus for her was to stand out from the crowd at markets and on the shelves of local shops where her products could speak for themselves.
behind the logo
We first started creating her logo which we wanted to showcase the breadfruit since it's the star of every product she creates. I used a rounded typeface to give the logo a friendly feel. I wanted to drawing the viewers attention to the "'ULU" by making it bold and blue to symbolize the connection between the blue outline of the 'ulu fruit. The dots in the fruit help to offer more information to what it could be since a real 'ulu has a pattern of dots on it's outside. I wanted to add a texture to the logo to give it a more handmade stamp vibe since she started her business by making all the ingredients in her own kitchen. For me this also makes the brand feel more approachable when used with the packaging.
behind the seal
In Hawai'i there is a strong desire to promote and support local businesses from locals to tourist alike. It is also illegal for a product to state it's from Hawai'i if made elsewhere. When I first started working with Kanani on her brand she was just about to break into the farmers market clientele. Through some client research we found that locals and tourist in the markets were accustomed to products made in hawaii stating so. By using a stamp/seal of approval it easily conveys it's a local product while also giving the feel of trust and honesty which is an important aspect of the brand. She now can also proudly show off the seal as she makes her way to store shelves.
behind the chip packaging
minimalist, fun and no fuss
To connect more to Hi Five 'Ulu's core values of being honest, trustworthy while having fun in it all I wanted to focus on simple lines, fun colors and direct honest list of ingredients. The fun colors help to differentiate each product and to make it easier for buyers to decide on which flavors to purchase. From my research phase, I realized that being direct about the ingredients would be a strong suit for the brand, as her competition relied heavily on imagery and illustrations.
behind the poi packaging
As Hi Five 'Ulu started to expand it's list of products her label design had to evolve with it. I created a color system for all of her flavors across an array of products to help Hi Five ‘Ulu pop off the aisles and stand out from her competition. To showcase her honest and trustworthy side I made her ingredients the main design element and the flavor the main focus. To create a space of calm for the eye to rest in, I placed her logo in a white section which also aloud her logo to stay consistent throughout the various packaging. With the poi packaging design we were able to bring awareness to how Hi Five 'Ulu works to help the community and give back by the call to action on the back.
future of the brand
Proud to say she was able to elevate from selling at the local farmers market to selling wholesale in stores around O'ahu. This is now a brand that's cohesive across a range of products and represents the businesses core values of being honest and bold all while having fun.
client love // hi five 'ulu
Using her designs led to an immediate and obvious growth in sales.
There is no doubt that the "look" Briana helped me create, allowed me to quickly break into a ceompetive industry and gain the attention of notable industry leaders. Briana will be a real asset to any professional seeking her services in graphic design and illustration. During our first project, she convinced me to invest the time and money to create a lasting logo that could take me from tiny farmer's markets to my goals of wholesaling. Heading her advice was one of my best decisions, and I have come to trust and respect her expetise. On every project, Briana stays consistent with the brand I am building, while also bringing a fresh perspective and eager attitude. The toughest part of every project is having to decide on a single design, because i'd like to use them all.