When Taki’s Hair Salon in Honolulu, decided to take their hair care products national they recognized that the brand needed to reflect that growth as well. I was charged with designing an identity that spoke about their Hawaiian roots without relying on stereotypical icons. Aloha shirts, leis, hula girls and tapa cloth patterns were off limits. I focused on the hibiscus flower as a symbol of the salon coupled with concentric biomorphic lines. The hibiscus is the state flower of Hawaii. The line work utilized the same visual notation that a cartographer would use to denote coastlines or elevations. It is also important to note that their products were designed around the Hawaiian lifestyle (yearlong exposure to sunlight and saltwater) and scented with local flowers.
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