Clarence Lee Design Wins “Best of Show” at the 2025 Pele Awards
Rebranding of Kodama Koi Farm earns Hawaii’s highest design honor with six total awards.
Honolulu-based branding and design agency Clarence Lee Design has taken top honors at the 2025 Pele Awards, Hawaii’s premier advertising and design competition hosted by AAF Hawaii (American Advertising Federation).
The agency won the prestigious “Best of Show – Design” for its total branding campaign for Kodama Koi Farm, the largest koi farm in the United States. In total, the project earned four Pele Gold Awards and one Silver Award, across multiple categories, marking a significant achievement in Hawaii’s creative industry.
Award-Winning Project
Kodama Koi Farm – Total Branding
• Best of Show – Design
• Pele Gold – Integrated Brand Identity Campaign
• Pele Gold – Integrated Branded Content Campaign
• Pele Gold – Logo Design
• Pele Gold – Stationery Package
• Pele Silver – Packaging Design
Creative Agency: Clarence Lee Design
Art Director & Designer：Kuni Yamamoto
Copywriter：Laron Miyashiro
Client: Kodama Koi Farm
About the Project: A Japanese Icon Reimagined for a Global Audience
Kodama Koi Farm is not just the largest koi operation in the U.S.—it’s also a cultural ambassador for Japan’s timeless koi tradition. Tasked with elevating their brand presence, Clarence Lee Design undertook a full rebranding initiative that communicates the company’s heritage, craftsmanship, and future vision.
By conducting in-depth market research and strategic 3C analysis (Company, Customers, Competitors), the team redefined the brand’s identity around the theme of “Japan and Koi”, embracing traditional aesthetics while delivering a clean, modern appeal. The result is a powerful, instantly recognizable visual identity that evokes elegance, mastery, and authenticity.
From corporate logos and stationery to packaging and digital assets, every design touchpoint reinforces the message: Kodama Koi is the face of Japanese koi culture in America. The brand now positions itself as the definitive authority—“The Koi Expert”—bringing the beauty and tradition of Japanese koi to a global audience.
About the Pele Awards
The Pele Awards are part of the American Advertising Awards and represent District 13 of the AAF. Recognized as Hawaii’s most prestigious advertising and design competition, the awards celebrate creative excellence across professionals, students, and emerging talents. Winners go on to compete in the national ADDY Awards, showcasing Hawaii’s creative power on the mainland stage.
