Maui Oma Coffee Roasting Co.’s retail store in Waikapu has a barn like feel. Vintage displays and old crates set the stage for Maui ‘Oma branded signage, graphics and wares throughout the store.

Maui Oma Coffee Roasting Co. is a wholesale coffee roaster supplying quality coffees to restaurants and cafes throughout Hawai‘i. A desire to expand to the retail market led to updating the branding and packaging.

‘Oma with the ‘okina, means, ‘to roast’ in the Hawaiian language. This led to the ‘okina taking the form of a coffee bean. The logo type is modern with a Hawaiian sensibility.

The basic roast icon is incorporated into a stylish detail. Two versions of the logo exist, one emphasizes — Maui ‘Oma the whole name and a second emphasizes the unique and memorable word — ‘Oma. They are interchangeable depending on where they are used.

The packaging uses the original brand colors, red and blue, the addition of gold elevates the brand. The diagonal color blocked areas naturally follow the diamond shape of the logo. The colored areas leave room for transparent add-on labels or stamps since the same bag is used across the board.

The logo is inspired by Hawaiʻi’s rich cultural heritage, the letterforms are a modern interpretation of traditional tapa patterns. A hand stamped tapa pattern completes and adds to the brand. This pattern is carried into custom molds for the chocolate bars as well.

The rich colors of nature, a forest green and a sand color are the dominant brand colors. Gold accents elevate the premium and exclusive nature of the product. The brand reflects the values of Maui Kuʻia Estate - rooted in Hawaiʻi’s way of life, while being competitive in a global setting.

Overall branding, logo, packaging design, secondary art, chocolate mold design

2019
PELE Awards, Gold : Packaging

2018
PELE Awards, Judges Choice Award : Logo Design

Created for Sae Design

The Grand Wailea places great value on introducing guests to the culture and traditions of Hawaiʻi. Created for their Elite Membership program, the logo mark is inspired the ʻAhu ʻula (feathered cape) and symbolic of the highest rank of the chiefly aliʻi class of ancient Hawaiʻi. Simplifying it to a minimal, simple form makes it an appropriate symbol to show exclusivity. Using rich colors reminiscent of colors worn by Hawaiian Royalty completes the story.

Created for Sae Design

Chapions of Coastal Resilience is part of a learning program, geared toward teachers and kids, with the goal of developing Climate Science Stewards who care for Coastal Communities. The name of the program is long and difficult to remember. The acronym logo, that also takes the form of waves, helps with memorizing the program name.

O’o Farm Coffee is 100% Maui coffee. Grown on the slopes of the West Maui Mountains and Haleakala. The beans are roasted and packaged at O’o Farm, a sustainable island farm.

The packaging is artistic, minimal and modern. The brand story, taglines and unique details tie back to the islands. A watercolor map of the islands (on the bottom) mirrors the handmade watercolor on the gusseted sides.

2019
PELE Awards, Bronze, Packaging

Feast at Lele, is a Luau show on Maui, that celebrates Polynesian cuisine, dance and culture. The show is a unique, modern and inspired version of a traditional Hawaiian Luau. Minimal and delicate patterns along with modern styling of the photography make the brand feel contemporary.

Design for all aspects as well as art direction and color correction of photography.

Photography: Franck Berthuot

The Grand Wailea was in the process of a huge renovation. The hotel wanted their guests to know that the updated Grand Wailea would be better than ever with an advertising campaign that would spark interest.

The ads parody iconic masterpieces, against the backdrop of the Grand Wailea.

Concept, art direction and design for advertising, website and photo shoot.

2016
PELE Award, Bronze, Grand Wailea, Ad Campaign, Art Direction
PELE Award, Bronze, Grand Wailea, Interactive/Web Design

Created for Sae Design

Aina Gourmet Market is a gourmet market, coffee shop and deli located within the Ritz Carlton Hotel in Kapalua, Maui. “Aina” means “from the land” in Hawaiian.

The secondary graphics include undulating bands of color that are evocative of the earth, ocean and sky. The design within the store offers an extension of this idea with custom built shelving that becomes the main feature within the space.

Aina Branded coffe is also available for sale within the store. A display showing information such as tasting notes and origin help customers choose their preferred coffee.

2013
PELE Silver Award,
Aina Gourmet Market, Interior Graphics

“Aina” means “from the land” in Hawaiian. Created under the umbrella of the Aina Gourmet Market brand, the company embraces the "100 mile lifestyle", growing, and roasting the coffee within a 100 mile radius. This idea is embodied in the graphics with concentric, undulating rings.

A custom designed label was used on a pre-existing bag to create packaging that is unique and one of a kind.

2011 PELE Gold Award,
Package Design "100 Mile Lifestyle”

Created for Sae Design

O’o Farm located in Upcountry Maui is an 8.5 acre diversified natural farm that produces fresh local produce. They also offer farm tours and gourmet lunch tours.

The look and feel for the supporting materials captures the natural, country feel and the farm to table setting.

2006
PELE Award of Excellence,
O‘o Farm Brochure

Created for Sae Design

The Lahaina Animal Farm is an animal farm and petting zoo offering farm tours for families! The farm also has a farm house, a big barn and panoramic ocean views making it an ideal location for events. The main brand elements of the farm reference a rustic, country feel, and the secondary brand elements are more fun and playful– making it appealing for both adults and kids.

2012 PELE Silver Award, Speciality Advertising, L.A.F with Aloha t-shirt series

Lahaina Crossfit is a uniquely Hawaii Crossfit box located in West Maui.

The versatile and rugged stamp like mark, has a subtle reference to a barbell. The angle adds to the informality and a raw, tough feel. A secondary mark consist of a 'tiki-kettle bell'. The kettle bell is a popular crossfit training weight and combining with the iconic mid-century inspired Polynesian tiki makes one of a kind mark.

The T-shirts where a pro bono job to help promote the Maui Humane Society. T-shirts, hats and bags with clever slogans and graphics that appeal to animal lovers.

For the logo, The Maui Humane Society wanted to show that it saved both dogs and cats, and creating an emotional response. The intersecting patch around the eye also takes the shape of a heart making it a clever graphic solution. Logo, created for Sae Design.

2017
PELE Award, Bronze,
Maui Humane Society Logo

Logo for Bin 69, a wine and tapas bar in Wailea. Bin numbers referenced the storage area in a wine cellar where wines are held. The square letter forms allude to boxes or containers.

2008
PELE Award Gold, Logo
PELE Award of Excellence, Menus

Created for Sae Design

Star Noodle is a casual, cool and modern restaurant that serves an innovative menu of island-inspired Asian fare. The owner of Star Noodle has a penchant for art and one of his favorites is the artist Shepard Fairey, who’s prints grace the walls of the space. With this in mind, and many iterations later, the modest noodle bowl with Fairey inspired graphics and colors became the look and brand of Star Noodle.

2008
PELE Award of Excellence, Logo

Created for Sae Design

‘Do not disturb’ door hangers, for Aqua Hotels & Resorts’ pet friendly hotels.

2013
Pele Awards, Gold

Created for Sae Design

The Mauna Kea Beach hotel is one of Hawaii’s most iconic and luxurious hotels.

I became involved with the project after the refresh of the original logo had been completed and the initial structure and key graphics (leaf and twig secondary illustrations) had been established. I was tasked with expanding the brand across collateral, packaging, illustrations, in-room brand elements such as such as a coloring book for kids and coasters. The bright orange color (plumeria logo) was used discretely throughout the brand, such as the inner lining of the compendium and shopping bag, gift boxes, key card.

For the coloring book, I had the idea of each page being a a tear off postcard. The copy on the front is instructional and kid friendly. All aspects of design, , illustration and copy.

2009
Natonal Silver ADDY Award, Overall Campaign
PELE Awards, Best In Show, Overall Campaign
PELE Awards, Gold, Stationary
PELE Awards, Gold, In-Room Collateral

Created for Sae Design

Hotel Wailea is a boutique hotel on Maui. The mark takes inspiration from the hotels architecture and exudes hollywood glamor, the blue as an accent color adds a retro touch. The secondary pattern is an extension of the logo mark.

2010
PELE Award, Gold, Hotel Wailea, Stationery/Collateral

Created for Sae Design

The Modern Honolulu as the name suggest is a minimalist and stylish hotel in Honolulu. The collateral reflects their avant-garde style.

The multi-use folder can be used across departments with thir own individual brochures peeking through the triangular overlapping flaps.

Created for Sae Design

A gift box that houses a trio of tea tins was designed as modular triangle so that the boxes fit together in a variety of ways when displayed.

2011
PELE Awards, Gold

Created for Sae Design

Kuleana is a skincare line of natural beauty oils and cleansers made in Hawaii using locally grown ingredients. Kuleana is a Hawaiian word and means ones personal sense of responsibility. The letters break out of the box giving added meaning. For the packaging the modern mark is balanced with a soft and fluid watercolor.

Created for Sae Design

The logo was designed for a young group of dentist based in Maui, Hawaii. The tooth/petal take on the shape of a hibiscus flower, an apt mark for a dentistry practice in Hawaii. The practice is woman owned and specializes in pediatric dentistry so the feminine look is a plus.

Na Keiki O Emalia, is a support group for children and teens grieving the loss of a parent or sibling. The group was created in memory of Emalia, the daughter of the groups founder. Emalia’s favorite flower was the plumeria and incorporating it in the mark was key.

Hui No‘eau Visual Arts Center is a nonprofit, community based visual arts education organization offering open access to quality arts instruction by teaching artists.

The goal was to create a bold attractive piece that would be easy to navigate and have the feel of a modern arts organization.

2008
PELE Awards, Award of Excellence

Created for Sae Design

Hale Makua Health Services was founded as an elder care facility, that has over time expanded to provide in-home nursing care, restorative and rehabilitative health services.

The goal was to create an overarching brand and sub-brands that unified the various services that Hale Makua offers. Caring hands form the common element and extends throughout the family of logos.

Words, color and photography evoke a feeling of trust and assurance.

2010
Pele Awards, Gold, Brochure Series

Created for Sae Design