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BRAND IDENTITY • PACKAGE DESIGN • BEAUTY
ALOHI /
Alohi is a Hawaiian beauty concept rooted in the relationship between self-care and the natural world. Inspired by sky, rain, ocean, water, sand, and native flora, the identity grew into three product lines and a complete print and digital campaign. Every expression returns to one simple idea: "Let nature restore your natural shine."
INDEPENDENT BRAND STUDY
Inspired by professional experience within this category, this project is an independent reimagining developed to explore the brand's fullest creative potential through strategy, identity, and experience.
FOUNDATION
A beauty brand built on a simple truth: our connection to nature can bring us closer to our own natural beauty.
01 / IDENTITY
Island Inspired & The Mark
The identity began with Hawaii itself. Its language, native flora, colors, and natural rhythms shaped a visual system designed to feel elemental, restorative, and unmistakably connected to place.
LOGO ORIGIN
The mark draws from the hibiscus, translating its organic form into a simple, fluid symbol. Paired with an open, understated wordmark, it gives Alohi an identity that feels natural without becoming overtly tropical.
02 / ENVIRONMENT
Packaging & Product Systems
Packaging, product photography, tactile materials, and environmental touchpoints extend the identity into a cohesive beauty experience, with each element carrying its own connection to the Hawaiian landscape.
PRODUCT SYSTEM
Each product takes its name and color from a Hawaiian natural element, creating a distinct identity within a cohesive family. The photography places each product back into the environment that inspired it, from ocean foam and sand to driftwood and evening sky.
03/ PRINT & DIGITAL CAMPAIGNS
Let Nature Restore Your Natural Shine
Campaign photography, print, and digital content extend the brand idea across channels, connecting the restorative qualities of the Hawaiian landscape with a more personal expression of natural beauty.
CREATIVE DIRECTION
Let Nature Restore Your Natural Shine works on two levels. It reflects the water, light, sand, and landscape that inspired Alohi, while celebrating natural beauty as something individual rather than prescribed. Three women and three distinct skin tones bring that idea to life, connected by the hibiscus line that runs throughout the campaign. Nature's shine and her shine become one.
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