A Polynesian Twist on the Latest Food Trend

A team of young Kiwis wanted to bring to life their version of the global food trend Hawaiian Poké, with inspiration from their traditional Cook Island dish Ika Mata. We helped to develop the brand strategy and brand story, logo and tone of voice, as well as the store design concept which included artwork from local artist Askew. We developed the signage, menu, staff wardrobe, photography style and website. With their authentic and unique brand & offering, an engaged social media audience, and great food, they are planning other sites and opportunities to grow the brand and the business.

Background:

“Ika” is Cook Island for fish.   Ika Bowl is the Polynesian twist on the Poke Bowl – a raw fish salad that originated in Hawaii.  Ika Bowl is a new business venture that uniquely marries the Polynesian love, legacy, knowledge and respect for fresh, raw fish with the rise & rise of urban, mainstream poke bowl offerings and healthy, clean, tasty eating.

Challenge:

Create an authentic brand that captured both the spirit of the young founders of IKA Bowl’s Polynesian heritage and their shared vision of a modern-day, urban Polynesian Poke Bar – to stand them in good stead and apart from the crowd.

Response:

We wanted to inject Polynesian influence into the brand, and also keep true to the ambition, vision and energy of the owners.  We experimented with brand marks that articulated the core of the offering – fresh raw fish – in the simplest way to allow us to keep a minimalistic, aspirational, modern-day urban Polynesian style.

We created brand guidelines, brand iconography, stationery, email signature, menu design, uniforms, signage, website and collaborated with MCC on the shop fit-out. We also advised on the brand story, marketing plan & communications, and social media.