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Naming, Branding, Packaging & Interior Design
Monterrey, MX
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Hoku is a casual fast food restaurant located in Monterrey, Mexico, that specializes in customizable poke bowls with fresh assorted fish, local ingredients and house made sauces. Poke is a typical dish in Hawaiian cuisine, and means “section” or “to slice or cut”.
In the design exploration for Hoku we decided to make a fusion with Hawaii and Mexico. Given that Hoku means “star” in Hawaiian language, we created an icon that represented both cultures, and came up with a starfish with thorns. This way, the starfish represents all seafood and the thorns represent a Mexican cactus. You can see the same fusion of cultures in the color palette selected.
To continue with the concept of fusion of both cultures we developed patterns influenced by the Hawaiian aesthetic with Mexican iconography. We used an iconic Hawaiian typeface for the logo with a secondary typeface of Mexican influence for the slogan Poke Shop.
For the interior design we decided to implement the iconic Martinique wallpaper which gives it a tropical look, alongside materials like oak wood finish, rope and natural mesh for the pendants. Pops of pink are on certain details such as the neon sign and exterior chairs.