Hawaii Natural Therapy

A big focus for Hawaiʻi Natural Therapy is that word "Natural". Through their brief and our creative talk, that word became a real focal point. When we were picking branding colors (as not featured in this post), they requested a dark earthy green. When we talked about symbolism, they wanted to include a leaf. You know, all that naturey kind of stuff.

HNT's old logo featured a leaf, though, to me, it felt a bit more like an add-on than a meaningful symbol. For this rebrand, I wanted to ensure that the leaf on this logo felt purposeful and representative of their brand. I started by building the leaf into a subtle 'N' shape for "Natural", creating the right leg out of two flowing water strokes to further emphasize "nature" while also adding a rejuvenating/healing element. I decided that the leaf needed to feel a bit more "Hawaiʻi" so I chose to model it off the Monstera plant. While not native, it's commonly found on the islands and has a very distinct look.