Building on the meaning of its name – to trust or believe – Hilina’i Charters is a conscientious, family-oriented brand dedicated to providing world-class service on customizable, upscale, private charters to some of Oahu’s hidden gems.
To create a brand identity that spoke to discerning and open-minded travelers looking for authentic, once-in-a-lifetime adventures with first-rate service by creating a vibe that was upscale and vibrant while adventurous and comfortable.
family (ohana), integrity, quality, adventure
The wordmark offers a good vibration with its smooth continuous curves and gives off the sense of ohana. Its italic figures simulate oceanic motion. The apostrophe is represented by the classic Hawaiian flower– the hibiscus.
We took colors that one would find in nature through the ocean and flora of Hawaii to create a soothing and fun color palette that inspires vacation and adventure.
Recoleta provides a tone of excitement and relaxation that supports the brand’s voice. DM Sans serves an anchoring presence in the body copy.
We collaborated with Mash Hatae (who also happens to be the boat’s captain!) in developing the website. We designed a user-friendly website that inspires adventure and encourages viewers to reserve their customizable charter with Hilina’i, and passed it along to Mash for finalization.
The most marketable asset of Hilina’i Charters is their down-to-earth approach to world class service. Also, the fully customizable charters that vacationers or companies can book in spots off the beaten path is unlike their competitors. We designed a brochure highlighting these assets as well as their number one core value: ohana.
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