111-HAWAII PROJECT
Total Branding
Client: 111-HAWAII PROJECT Office
Celebrating its 50th anniversary, Clarence Lee Design established the 111-HAWAII PROJECT to give back to the local community. There are many small-medium businesses in Hawaii with quality Made in Hawaii products. However, due to lack of acknowledgement or branding ability, these products unfortunately stay undiscovered. 111-HAWAII PROJECT is about bringing various local businesses together and supporting these Made in Hawaii products to revitalize Hawaii.
Commercialize Made in Hawaii products with a single unified branding through the power of design.
We built a strong brand image by expanding the project’s atmosphere mainly focused on the core brand visuals—logo, typography and characters—throughout the entire product packaging, showroom and website.
The system of revitalizing our local community by bringing various products into “one brand”, as well as the system where consumers could also easily join in social contribution just by purchasing gifts is now attracting attention as the solution to issues suburban cities all over the world carry.
Brand Logo / Symbol / Typography
The 3 fingers formed of “shaka” + “Hawaii island” motif with the “111” + “HI (Hawaii)” expresses 1 Hand, 1 Heart and 1 Home.
Environmental Graphics / Showroom Display
Activity progress panel displays and showroom/selling corner is designed with graphics to express the brand’s atmosphere.
Multilingual eCommerce and Responsive Website
The official website is essential to project management. Supported in both English and Japanese, the website offers design and functionality.
Package Design “100% Kona Iced Coffee”
The typographic in the branding format reflected onto the packaging design enhances the attraction of the product.
Package Design “Mamaki Hawaiian Herb Tea”
Coffee and Mamaki tea were both ordered in small lots with low costs to reduce the manufacturer’s burden, while increasing its values through visual ability.
Package Design “Uacoco Crisps”
We used a container that allowed the rainbow crackers to look beautiful, and aimed for a unified branding through the label.
Package Design “Classic Pineapple Aloha Shirt”
Implementing clear cases for the UACOCO and Aloha Shirts directly showed its attraction yet kept in small lots and low cost.
Brand Character Design
The 2 characters “Diamond Headog” and “Diamond Headolphin” with Hawaii’s symbol, Diamond Head as their heads.
Product Design / Character Goods
The characters were expanded to bags, T shirts, stuffed dolls and key chains to help PR the project.
