Alola

Brand description

Located in the tropical paradise of Hawaii, Alola Surfcamp is much more than just a place to stay for surfing enthusiasts. It is an immersive experience that embodies the “Aloha” spirit. A unique blend of warm welcome, sharing and respect for nature. Founded by Lola, a 32-year-old passionate surfer, this camp offers an idyllic setting for surfers of all levels who want to perfect their technique while living an authentic adventure.

Services carried out

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Naming

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Brand strategy

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Visual identity

Project challenge and solution

The development of Alola Surfcamp's visual identity presented a unique challenge: creating a brand that authentically captures the Hawaiian spirit while standing out in a saturated surf camp market. The main challenge was finding the balance between Hawaiian cultural heritage and contemporary aesthetics that would appeal to a demanding international clientele.

My creative approach began with a deep immersion in Hawaiian culture, particularly studying the profound meaning of the word "Aloha" and its cultural implications. I then conducted a comprehensive analysis of visual trends in the surf industry, identifying an opportunity for differentiation through a modernized vintage style.

The solution was built around a coherent visual system that merges retro elements from the 70s (the golden age of surfing) with contemporary touches. The warm color palette, inspired by Hawaiian sunsets, was carefully selected to evoke both casual luxury and authenticity. The organic patterns and textures, directly inspired by Polynesian craftsmanship, were reinterpreted in a modern way to create a distinctive and memorable identity.

This methodical approach resulted in creating a brand identity that not only respects and celebrates Hawaiian culture but also positions Alola as a premium and authentic destination in the surfing world.

Design decisions

Logo

The Alola Surfcamp logo embodies the brand's essence through thoughtful and versatile design:

⸱ An authentic Hawaiian identity incorporating tropical elements (flowers, palm trees) and a revisited 70s retro style.

⸱ Strong symbolism with "L"s forming two embracing arms that create a heart, embodying the "Aloha" spirit of hospitality.

The logo comes in three complementary versions:

⸱ A horizontal version with custom "patch" style typography.
⸱ A vertical version incorporating a palm tree and the "L"s embracing a flower as the "O".
⸱ A minimalist icon where the "L"s form a welcoming cocoon.

colors

The Alola Surfcamp color palette consists of carefully selected pink and coral tones to create a distinctive visual identity:

⸱ A vibrant main pink and coral orange that evoke the energy of Hawaiian sunsets and the island's typical flowers.

⸱ A dark pink that brings sophistication and a pale pink that recalls the softness of sand.

This harmonious combination perfectly translates the "Aloha" spirit: an atmosphere that is both warm and dynamic, reflecting the unique experience offered by the surf camp.

Target audience

Alola Surfcamp targets two main profiles:

⸱ International experienced surfers seeking an authentic and premium experience, passionate about local culture

⸱ Beginners eager to learn surfing in a supportive environment, combining technical learning and cultural immersion

These two groups share a common interest in the environment, authenticity, and a transformative experience.

Naming

Le nom "Alola" est une fusion créative entre "Aloha", la célèbre salutation hawaïenne symbolisant l'amour, la paix et la compassion, et "Lola", prénom de la gérante du surf camp. Ce choix stratégique reflète parfaitement l'essence du surf camp :

⸱ Il incarne l'esprit hawaïen authentique et l'hospitalité chaleureuse.
⸱ Sa sonorité douce et mélodieuse est facile à mémoriser et à prononcer dans toutes les langues.
⸱ Il crée un lien direct avec la culture du surf, née à Hawaii.
⸱ Il suggère une expérience immersive et authentique. Il intègre habilement l'identité personnelle de la gérante Lola, renforçant l'aspect authentique et familial du surf camp.

Ce nom unique permet de se différencier tout en restant ancré dans les valeurs fondamentales de la culture du surf.

PORTFOLIO

About

DIMITRI BLANCHARD