Aloha Poke
Information on Aloha Poke
APPROACH
In 2016 Aloha Poké was born. A pioneering and healthy gastronomic proposal based on Hawaiian poké as the main dish. Since then, Aloha Poké has opened and consolidated this category being the maximum reference in our country, present in 9 cities with 23 establishments and with the ambitious goal in mind to continue growing.
CHALLENGE
In recent years, the fast-food and health food category has experienced increasingly aggressive competition. In this context, Aloha Poké, the pioneer company in bringing Hawaiian poké to our country, felt the need to define and reaffirm itself as a brand in order to stand out even more in such a crowded environment.
SOLUTION
We are at the right time to transform Aloha Poké from an undifferentiated restaurant chain in an overcrowded environment to the true benchmark of the category by creating an inimitable brand and experience that truly highlights its strengths.
A shared attitude of life
We began by delving into the reality of Aloha Poké as a company and as a brand, analyzing its expression and experience, as well as that of its main competitors to detect areas for improvement and possible opportunities for differentiation.
That's how we found a discovery that made sense of everything the brand is and had built until today. Aloha Poké represents, more than a healthy gastronomic concept, an attitude of life inspired by the best of Hawaiian and Californian culture. It is the true meaning of the word Aloha. It is a proposal that invites us to eat and live better. Taking care of our body and mind, being more aware of ourselves and the environment in which we live, filling us with positive energy to share with others. Aloha Poké is not just a bowl, it is an opportunity to change your day and the day of those around you. It is the poké that changes your world.
Professionalizing the entire brand expression
Having clear the meanings built around Aloha Poké, it is time to transfer them to their verbal and visual expression. We developed the brand's tone of voice with the objective of projecting, in each message, a philosophy of its own. The linguistic guidelines seek to amplify the brand's differentiation and transmit that unique attitude towards life, thus connecting with the new generations, its main target.
At the same time, we have worked on a visual identity that respects the brand's identity codes, but evolving them towards a more professional, differential and compact universe. From the selected chromatic range or the typographic layout to the textures that evoke the calm of the sea or the suggestive photographic style, everything has been designed to maximize the personality and notoriety of Aloha Poké. A transformation linked to the brand's origins, but which manages to consolidate it as the reference that it really is.
Simplicity and modernity build a brand experience of its own
With the entire strategic, verbal and visual universe already defined, we proposed its declination towards the place where the brand would come to life, its establishments. The space evolves qualitatively through the personalization of distinctive elements such as the integration of sea waves on the floor and walls, the selection of a more unique furniture, the custom design of the counter or the introduction of burlap fabrics on the ceiling. The arrangement of all the elements seeks to make the ordering area more prominent by directing the flow towards a larger and more modern consumption area. The result is a more differentiated and pleasant experience that manages to convey the full potential of the brand.
