VISUAL IDENTITY — PRINT MATERIALS
Uptown, nestled in the scenic town of Pa'ia, Hawai'i, embarked on a visionary venture to establish a multifaceted space—a bistro, art venue, event space, and lifestyle store—infused with the spirit of its tropical paradise locale and close-knit community. The central goal was to craft a communal hub, fostering connection and inclusivity. The objective of the project, a versatile branding system was developed, capable of adapting seamlessly to the overarching environment, distinctively representing the space as a whole, the bistro, the gallery, and service specifically to private, sponsored, or brand events.
The visual identity is a tribute to the many facets of the Maui community. Central to this concept is a logo that is interchangeable, but is consistent with the Uptown identity. Infused with a unique personality, the logo evokes Hawai'i nostalgia, rooted in the spirit of Hawaiian Art Deco, the design narrative is centered on nature, Hawaiian culture, and the breathtaking scenery of the islands. This dual essence seamlessly extends to the logotype, skillfully blending playful design with luxurious and intriguing letterforms.
This narrative seamlessly transcended across all projects, spanning from business cards to menu designs, to-go packaging, and gallery show flyers. Each project acted as a unique canvas to articulate the dual essence of Uptown – a harmonious blend of design elements capturing the laid-back lifestyle, utilizing black and white imagery, and evoking a sense of moodiness through photography. The opulent letterforms, integral to Uptown's identity, embodied a sophistication that resonated with the elevated offerings of the establishment, creating an atmosphere that is both upscale and laid-back.
