Industry:
Food & Beverage
Food & Beverage
Role:
Brand Designer (Freelancer)
Brand Designer (Freelancer)
Duration:
2018 -2021
2018 -2021
Scope:
Brand Strategy, Visual Identity, Packaging, Signage, Illustration, Brand Applications
Brand Strategy, Visual Identity, Packaging, Signage, Illustration, Brand Applications
Location:
Brazil
Brazil
Oahu Pokeshop was the first Hawaiian restaurant in Vale do Paraíba, a metropolitan region between São Paulo and Rio de Janeiro, Brazil. The project introduced a new dining concept to the region and has since grown into a multi-location restaurant chain.
Created while working at a branding agency, this project was led by me from concept to visual identity, with final refinements developed collaboratively with the creative team.
The challenge was to introduce poke to a market where Hawaiian cuisine was still largely unknown, creating a brand that felt approachable while clearly communicating the product. The identity was built around the bowl and the fish—two instantly recognizable elements that helped customers understand the concept at first glance.
Inspired by Hawaiian landscapes and surf culture, I designed a visual system that balanced freshness with simplicity. Flowing waves, rounded shapes, playful illustrations, and a vibrant color palette created a relaxed beach atmosphere, while flexible brand elements extended naturally across signage, uniforms, merchandise, social media, and environmental graphics.
Brand Identity
First Storefront Design
Lifestyle Photography
Logo Variations
Social Media Content
Brand Experience
As the brand evolved, I managed the content strategy from planning to execution, creating monthly calendars, approving concepts with the client, directing photoshoots, and designing every visual asset. Beyond social media, I also developed packaging, delivery materials, and in-store collateral to create a consistent customer experience.
By analyzing engagement patterns, I noticed that posts featuring customers' dogs consistently outperformed other content. This insight led to a dedicated photoshoot and campaign that significantly increased engagement and brand visibility.
Menu design supported by custom illustrations that helped communicate key menu items while reinforcing the brand identity.
Selected examples of social media content developed to support the brand's communication across different objectives and audience touchpoints.
