VITALITEA HAWAI’I | BRAND IDENTITY + PACKAGING

CLIENT: VITALITEA HAWAI’I • ROLE: Art direction + Graphic designer • Tools: ADOBE ILLUSTRATOR + ADOBE PHOTOSHOP

I had the opportunity to completely revamp the brand identity and packaging design for Vitalitea Hawai'i. The company was looking to scale the business both locally and nationally, and needed a stronger brand presence in order to achieve that goal.

To begin the redesign process, I conducted research on the current local beverage industry in Hawai'i and throughout the mainland. Based on this research, I designed a new logo that took a more minimal approach but still had the same qualities of the old one. The previous logo had been hand-drawn and featured different shades of color, which wasn't going to be scalable across marketing assets and packaging the direction the company was headed in and overall a bit outdated. The new logo mark is a simplified version of the lotus, which is still recognizable and aligns with the company's mission and values of creating a 100% locally made product that promotes a balance of healthy and active lifestyles.

As part of this project, I redesigned the can labels, transitioning from stickers to direct to can printing which is manufactured by Ball Inc. I developed a system for the labels using illustrations of each flavors ingredients drawn by local Maui artist Lydia Manter that can be applied to present and future flavor releases, helping to maintain cohesiveness and consistency of the brand.

In addition, I worked on a variety of other assets, including in-store signage, draft handles, shelf talkers, fridge wraps, and more. Vitalitea Hawai’i is widely available across the state of Hawai’i, Southern California, Nevada, and Arizona with a growing list of retailers including Safeway and Whole Foods.