Kailua, Oʻahu
Hoʻokuaʻāina
More than farming, it’s a movement.
Hoʻokuaʻāina is more than a loʻi — it’s a living classroom where mud, mentorship, and meaning come together. When we set out to help create their new identity, we wanted to capture that spirit: grounded, connected, and full of life.
Their work extends beyond the fields. It’s about cultivating resilience and empowering the next generation to stand tall in their own roots.
The brand identity reflects this grounded optimism with a visual language directly informed by ʻāina and shaped by people. Earthy tones, hand-drawn elements, and thoughtful storytelling come together to honor tradition while embracing growth, echoing the spirit of a community that finds strength in the mud.
Services
Visual Identity
Brand Guidelines
Art Direction
Messaging
Print Collateral
Web Consultation
Credits
Creative Direction: Ben Harms, Tyler Riewer
Photography: Jeremy Snell
Video: Mutiny for Good
Our logo depicts two people tending to a kalo plant.
They represent malama 'āina (caring for the land) and aloha 'āina (loving the land).
There is a duality to the people and the kalo leaf itself, symbolizing the duality of the kū and hina. The backbone of the two people is highlighted, alluding to the name of the lo'i itself, Hoʻokuaʻāina.
To expand on the visual story, we developed a suite of “waiwai” patterns inspired by the contours of land, the flow of water, and the human fingerprint.
In Hawaiian, wai means water and waiwai means wealth. Water is the true measure of abundance. When the land is healthy and water flows freely, communities thrive — and so we built around waiwai, and a vision of shared abundance, where every community can flourish.
What grows at Hoʻokuaʻāina goes far beyond kalo. In the mud and in the quiet moments between, stories of resilience, belonging, and healing are cultivated.
Our work helped bring their brand voice to life — one that honors who they already are: not just farmers of food, but Story Farmers.
Rooted in gratitude, guided by purpose, and driven by hope, their voice celebrates connection to ʻāina and community alike.
