Hawa Hawa Fermented Goods is a Hawaiian-owned company that prioritizes locally grown produce to make small-batch fermented goods. This concept project highlights two package designs for Kimchi – fermented napa cabbage with spices and other produce.
The approach was to bring Hawaiian culture to the brand, without being cliche or predictable. To do this, the illustration depicts a volcano with a napa cabbage leaf erupting. The logotype is customized to bring the sharpness that you see in authentic Hawaiian art and to conceptually show the tangy, funky flavor that fermented foods bring to your palette.
"Hawa Hawa," meaning "spicy spicy" in Hawaiian, was intended to be memorable and bring a
friendly-ness to the company.
friendly-ness to the company.
