DESIGN FIRM

Na‘auao

 

CLIENT

Moku Kitchen, Handcrafted Restaurants

 

Art Director, DESIGNER

Na‘auao

 

Developer

Corbin & Brooks

 

Muralist

Kamea Hadar, Jeff Gress

 

URL

Naauao.com/Moku-Kitchen

 

 

THE DESIGN PROBLEM

Moku Kitchen is a chef-driven concept from Handcrafted Restaurants. Moku brings Hawaii’s rich upcountry farming and ranching heritage to downtown Honolulu’s urban lifestyle. Named after the Hawaiian word for “island”, Moku wanted a visual identity that combines the restaurant’s history with modern day Hawaii.

Naauao was tasked with creating the brand identity, messaging, signage, collateral, merchandising, web design, and advertising.

THE DESIGN SOLUTION

At the center of Moku’s brand is the theme of “Upcountry Downtown”, juxtaposing the restaurant’s rustic roots in Upcountry Maui with Downtown Honolulu.

Representing Upcountry Maui is Piko, a fun-loving rooster. Taking Handcrafted Restaurants’ namesake to heart, he was carved by hand, inspiring a visual style carried throughout the brand, from menu designs to bathroom signs.

The logotype alludes to the rooster’s feathers and is two-toned to represent the duality of their theme.

We collaborated with artist Kamea Hadar to create a mural based on the theme of Upcountry Downtown. Kamea paired similar dualities with his mural contrasting traditional vs. modern, cool vs. warm, Hawaiian prints vs. spray paint, and leaves vs. camouflage.

The rest of the brand elements are colorful and fun, and aim to capture the lively atmosphere of Hawaii’s Best New Restaurant (2018 Hale ‘Aina Award), and favorite gathering place for elite foodies, families, or people seeking an authentic taste of Hawaii. After all, no man is an island.