Crafting the Brand Identity & Digital Experience for Oh Poké
The Objective
Oh Poké approached me as a blank slate when Hawaiian poké bowls were still an emerging concept in Stockholm. The objective was to help establish the brand as an early pioneer by building a vibrant design system—combining fresh Hawaiian floral motifs and soft typographic accents with clear “Hawaiian Street Food” messaging so guests instantly knew what to expect.
Approach & Execution
I led the end-to-end design process from concept to rollout, combining clear visual communication with a fresh brand identity across physical store touchpoints and a responsive web platform.
Visual Identity & Concept
Defined a vibrant aesthetic featuring floral elements and soft typography, using clear messaging to set the expectation of the Hawaiian street food concept.
Collateral & Photography
Shot custom food and venue photography, and designed branded packaging, takeaway bags, and in-store menus to establish a tactile guest experience.
Responsive Web Platform
Built a streamlined website centered around an intuitive mobile store locator, featuring location imagery to reinforce instant brand recognition across venues.
Impact & Growth
Category Awareness
Helped establish the poké bowl category for a broader Stockholm audience through clear, inviting branding that made the concept instantly approachable.
Rapid Expansion
Equipped the brand with a modular design system that scaled seamlessly across multiple store openings in different Stockholm districts.
Unified Brand Ecosystem
Connected physical packaging, store signage, and digital locators into one instantly recognizable brand experience from day one.
Key Learning
Building a brand from scratch requires total harmony between physical print touchpoints and digital interfaces. By capturing authentic, high-quality venue and food photography and establishing clear identity guidelines early, we created a scalable design system that powered Oh Poké’s expansion across Stockholm.