Huli Sue’s sought to bring the aloha lifestyle to the mountains of Asheville, North Carolina. And, in my opinion, they’ve succeeded with this brand identity designed by Atlas Branding.

Oftentimes, Hawaiian-inspired design rapidly dives into gaudy cliche’s of what folks think the island’s are all about, but the Atlas design team found a tasteful balance that’s calming without losing that island vibe. Yes, there exists hula girls, surfboards, sharks and more, but the aesthetic approach has toned it down with a vintage, 1960s feel.

The illustrations really kick this identity up to new levels taking the icons of Hawaii and finding new visual metaphors to bridge the geographic distance between island life and mountain culture. And they really sing on the merchandise!

Overall, the brand identity for Huli Sue’s is a notable example of smart, balanced design that doesn’t bite at the temptation to be another addition to the gaudy, offensive interpretations of Hawai’i’s iconic visuals.


Designed by Atlas Branding

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