Upcountry DowntownMoku Kitchen is a chef-driven concept from Handcrafted Restaurants. Moku brings Hawaii’s rich upcountry farming and ranching heritage to downtown Honolulu’s urban lifestyle. Named after the Hawaiian word for “island”, Moku wanted a visual identity that combines the restaurant’s history with modern day Hawaii.
Vibrant and fun, the brand identity captures the lively atmosphere of Hawaii’s Best New Restaurant (2018 Hale ‘Aina Award), becoming a favorite gathering place for elite foodies, families, or people seeking an authentic taste of Hawaii. After all, no man is an island.
Brand Identity / Messaging / Art Direction / Print Design / Web Design / Signage / Photography
At the center of Moku’s brand is the theme of “Upcountry Downtown”, juxtaposing the restaurant’s rustic roots in Upcountry Maui with Downtown Honolulu.
Representing Upcountry Maui is Piko, a fun-loving rooster. Taking Handcrafted Restaurants’ namesake to heart, he was carved by hand, inspiring a visual style carried throughout the brand, from menu designs to bathroom signs.
Interior ArtworkHandcrafted Restaurants collaborated with artist Kamea Hadar to create a mural based on the theme of Upcountry Downtown. Kamea paired similar dualities with his mural contrasting traditional vs. modern, cool vs. warm, Hawaiian prints vs. spray paint, and leaves vs. camouflage.
In the main dining area, local sign painter Jeff Gress helped hand paint a series of birch wood panels.
CreditsClient: Moku Kitchen / Handcrafted Restaurants
Menu Photography: Steve Czerniak
Web Development: Corbin & Brooks
Mural: Kamea Hadar
Sign Painting: Jeff Gress
2015 – 2017
RecognitionTop 5 Best of Show - AIGA Hawaii’s 5-O 2017
Featured on Behance Graphic Design Gallery (November 17, 2017)
Featured on Behance Wacom Gallery (November 3, 2017)
Featured on Behance AIGA Member Gallery (January 4, 2018)
Featured on Behance InDesign Gallery (January 24, 2018)