Noho’s Hawaiian Cafe has been a Portland staple since 1992 serving authentic Hawaiian-style food. They recently contacted me to help evolve their current logo and implement a brand new identity system to unify the various restaurants and freshen up their look.

To do this, I deconstructed their current logo to it’s basic parts and pieces, then simplified and rebuilt the logo using a defined color palette that was light, bright and reminiscent of Hawaii. The logo and various branding elements maintained a hand-drawn look to speak to the relaxed and authentic nature of the restaurant’s atmosphere.

These branding elements were then used to redesign everything from the website, menus, various collateral to the vehicle and restaurant signage and billboard display outside the restaurant. Along the way, I redesigned the new website, helped coordinate a professional photo shoot for the food photography and worked with a local sign company to implement new restaurant signage. From start to finish, it was a great experience that I had the honor of being part of.

What began as a need for a better website for our business turned into a comprehensive rebranding thanks to Jason’s talents. He’s easy to work with, forward thinking, and super creative. Best of all, he has adapted to our pace and style, which is invaluable to small business owners with very different personalities.
— Shelley and Noho Marchesi, Noho’s Hawaiian Cafe