Aloha Smoked: Brand Creation
A flavor instantly transports you back to a simpler time—sitting around great-grandma's kitchen table in Lahaina, with the warm trade winds drifting through the screen door carrying the smell of dinner. I never quite knew what was cooking, but somehow it was always best served over hot rice.
That feeling of home, family, and Hawaiʻi's plantation-era flavors inspired the birth of Aloha Smoked.
Our recipe has grown and evolved since those first experiments, but every bottle still takes me back to that kitchen table in Lahaina. Back to family, laughter, and meals shared together. It's a nostalgic flavor that reminds me where I come from—best served over hot rice.
Logo
The Aloha Smoked wordmark is built from a custom-crafted typeface, giving the brand a distinct identity that can't be found in a standard font. Designed to feel timeless and handcrafted, it reflects the care, authenticity, and nostalgia that inspire every bottle.
Custom Typeface
Package Design
Every detail of Aloha Smoked's packaging was chosen to reflect the handcrafted nature of what's inside. The glass bottle was intentionally selected over plastic to create a premium, artisan feel while showcasing the rich color of our smoked shoyu. Simple, clean labeling allows the product to speak for itself, creating a timeless design that feels at home on the kitchen table just as much as it does on the shelf.
Social Media
The Aloha Smoked social media campaign drew inspiration from Hawaiʻi's plantation-era food culture, celebrating the traditions of gathering around the table and sharing meals across generations. I developed a series of recognizable table scenes featuring enamelware, lunch tins, and nostalgic local fare to visually reinforce the brand's tagline, "Best Served Over Hot Rice." The campaign highlighted Kanaka-owned businesses and Made in Hawaiʻi artisans, using storytelling and familiar imagery to create an authentic connection between local craftsmanship, community, and the memories that food has the power to preserve.