Year
2025
Client
HANA RAE
MAIN Category
Branding
Project relevance
FREELANCE
Designed Hana Rae’s identity from the logo to the brand system, the Hawaiian-Japanese fusion communicates luxurious local handmade authenticity. Reflecting the craft, the identity portrays organic font forms and pairing as well as an earthy color palette.
The name, Hana Rae, came to life through direct association with the owner, Janelle Au, a local with Japanese heritage. Thus, she creates her narrative around a Japanese-Hawaiian fusion: Hana, to craft in Hawaiian and Rae, the owner’s middle name.
Client research revealed 3 core values: hand-crafted, grounded and empathetic. The owner, Janelle Au, as a local with Japanese heritage understands the need to be sensitive to the Hawaiian culture in which she resides in. Thus, she creates her narrative as a unique personal experience: a Japanese-Hawai'i fusion.
