Hookele

Branding, Packaging , Merch & Graphics

Ho‘okele is one of my most meaningful branding projects. The challenge was to create an elegant identity rooted in Hawaiian sailing culture. With only the name as a starting point, the goal was to build a brand that felt timeless, aspirational, and community-driven. Inspired by the legendary Ho‘okele canoe, the design celebrates craftsmanship, navigation, and the enduring spirit of exploration.

Process:

Working solo at the start, I immersed myself in research by visiting libraries, speaking with sailors, and studying traditional sail forms. Every visual decision, from logo geometry to sail angles, reflected authentic nautical influence. Over three months, I developed a complete brand system that included the logo, identity, and store design, supported by a marketing manager who encouraged full creative freedom.

Closing Note:
The launch was a success and remains a project I take great pride in. More than a visual identity, Ho‘okele represents how design can honor culture and create a sense of belonging through storytelling and authenticity.