Apatyt: Hawaiian Fish Co.

Hawaiian Fish Co. is a food company specialising in Hawaiian inspired food. Their speciality is Poke, a dish with Polynesian roots that is taking the UK and US by storm. I was approached to create a visual identity to be applied across multiple print, packaging, retail and digital touchpoints. With family ties to Hawaii, Founder James Gould-Porter wanted to highlight the virtues of heritage and authenticity. To do this I transformed his parents illustrations into textured illustrations which were applied across print and digital channels. These illustrations were also transferred to stamps which could be applied print materials, resulting in each print piece being unique. For instructive information, the textural screen prints were contrasted with a clean and minimal icon style. These icons were used on the menu and on the wall to explain dish types and order process. 12 months after starting, James has received funding from ex-director of Soho House Chris Miller, and has since opened a restaurant in Carnaby Street, London.