Case Study - Aloha Hemp
THE CLIENT
Aloha Hemp, a Hawaii-based company specializing in premium quality CBD oil needed a new branding and identity redesign. The objective was to create an identity that resonated with their target customer and positioned their product competitively in the market.
SERVICES PROVIDED
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Research & discovery on competitors and target market
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Branding design strategy establishing company attributes and style direction
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Stylescape development
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Design assets development
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Logo development
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Label and brochure design
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Signage and large format graphics for booth display
Aloha Hemp's original
branding and collateral
THE CHALLENGE
To create a peaceful and balanced brand that instills trust, matches the price point/quality of the product, and reflects the indigenous and authentic feel of the tropical home of the company.
The client expressed a desire to use imagery that incorporated the yin-yang symbol, ocean wave, sun, and plant in the logo.
Incorporating the client’s wants and desires during the process while at the same time maintaining the integrity of the chosen brand direction required lots of communication between myself and the client regarding how design strategy can elevate the product’s perceived value and ultimately build trust between the customer and the company’s brand. The client also wanted to be an active participant in the design process contributing their own concepts for my feedback. Luckily the client was open to advice and receptive to my ideas which made collaboration possible.
The Challenge
THE PROCESS
STEP 1: Initial Meeting
An initial meeting with the client to discuss the company, it's product, values, and goals of rebranding. This meeting also revealed company descriptors and attributes that were vital in communicating the values and culture of the company to their target audience.
RESEARCH & DISCOVERY
Research and discovery assessed competitors in the market and revealed the majority of the target demographic (64%) is 35 years or older and female (56%), with college experience (79%). Further research revealed that many consumers are now looking to incorporate CBD into their wellness regimen
STEP 2: Design Development
Research and discovery guided the design of the stylescape which established the look and feel of the brand. Logo development was guided by the style established within that stylescape.
Aloha Hemp Branding Stylescape
CONCEPTS EXPLORED & PRESENTED
Initial concepts for the logo mark were explored which incorporated the shape of a wave (representing the client's Hawaiian roots), a diamond (in place of the sun and establishing the symbol of light, clarity, premium and indigenous) as well as plant leaf and flower shapes (representing the organic nature of the product). Different styles were explored, but color was kept within the original branding scheme. The client opted to explore fonts themselves choosing a stencil serif typeface and san serif for the tagline.
The client's suggested design direction
THE OBJECTIVE
The objective of this project was to create a peaceful, balanced brand style that instills trust, matches the price point/quality of the product, and reflects the indigenous and authentic feel of the tropical home of the company. It had to be compatible with practical applications from small dropper labels to large signage.
The client expressed a desire to use detailed imagery that incorporated the yin-yang symbol, ocean wave, sun, and plant in the logo as well as a busy and somewhat irregular typeface. The challenge here was to find a way to bring all of these elements into a single element that supported the brand attributes of quality, balance, peace, and calm. The design also had to be scalable, readable, and be something the client would be happy with.
Incorporating the client’s wants and desires during the process while at the same time maintaining the integrity of the chosen brand direction required lots of communication between myself and the client regarding how design strategy can elevate the product’s perceived value and ultimately build trust between the customer and the company’s brand. The client also wanted to be an active participant in the design process contributing their own concepts for my feedback. Luckily the client was open to advice and receptive to my ideas which made collaboration possible.
STEP 3: The Solution
The final chosen logomark and design strategy was applied to other projects: Bottle labels, tin labels, brochures, and signage.
The quality and value of their hemp oil products is now reflected in the company’s brand identity. A foundation of brand consistency throughout the company collateral and media now aligns with the company's values and culture.
