Overview
Hawaiian Airlines is a domestic and international airline that is known for their hospitality and an invigorating cultured embrace. Its colorful and warm branding sets them apart from its competitors. Their audience includes families, vacationers, locals, and solo travelers looking for an established and consistent domestic airline carrier.

Solution
To reimagine the brand’s invigorating and welcoming mission, the Pulani logo was refined to pay homage to the brand heritage. The Pulani logo was elevated to a simplified silhouette to create versatility, regardless of application. The lei flower shape from the existing logo was kept, but is now used as an outer shape, giving it more prominence in the mark. The new logo now works in one-color, empowering the brand to use the mark with multiple palettes and as a graphic motif.

Recoleta was selected because of its modern and vintage quirks that enhances the rebrand. The use of bold colors and playful illustrations are drawn from the vibrant colors and shapes of Hawaii’s lush native flora. These elements are anchored by clean areas with a dark green color that promotes strong typographic contrast against a light neutral background. A website-based brand guidelines was created to outline the correct application of the brand and distribute brand assets and templates to the airline’s numerous offices worldwide.

The brand voice is conversational and warm, with messaging that helps inspire visions of the perfect Hawiian vacation. Marketing materials blend illustration with abstract images of Hawaii to elevate the brand beyond overused imagery associated with island vacations. Digital experiences are built mobile first with a focus on usability. Detailed screens, such as the mobile booking flow, use a more limited, functional color palette. The website landing page strikes a balance of showing promotional content for the airline, without feeling salesy or inauthentic.