‘Ulu Mana’s Hawaiian Hummus has a great following at local farmers’ markets because of their delicious and unique hummus made from ‘ulu or breadfruit. The owner wanted a new logo and packaging to match the quality of his product, celebrate the blending of using an ancient fruit with modern day benefits, and support being “Made in Hawai‘i”. The owner sought to wholesale to grocery stores, health food markets, and restaurants, all while maintaining his current schedule at open markets. A requirement for this project was that the vibrant color of the different flavored hummus had to show through the packaging design and fit the containers he had already purchased.
Design Solution: Our company was hired to develop a logo mark and packaging system for Hawaiian Hummus utilizing existing containers. We designed the logo to be fun and retro with modern details. Inspired by the ‘ulu or breadfruit, a staple in ancient and modern Hawai‘i with beneficial nutritional properties, we created custom patterns and textures that reflected the organic, earthy, hand-made nature of the hummus. All the different flavors had its own personality and dynamic color that lended itself to the completed project, so we decided to have a little fun and have the hummus show through the ‘ulu illustration on the top. We layered Hawai‘i inspired textures, patterns and colors for more depth and played with vibrant, eye catching colors. We even renamed his flavors! The final design took into consideration that the product needed to be refrigerated at all times and that when displayed in stores, it would be stacked, one on top the other. We researched and found a great substrate that would retain the vibrant coloring and withstand moisture and temperature changes. The client initially wanted only a label on the top of his product, but after hearing our reasoning for visually needing labels on the sides for brand recognition, he agreed to it.