The word Poke is the Hawaiian verb for “section” or “to slice/cut”. Based on the concept of cut sections we used the letterforms of “Ahi” to create the shape of a fish in three slices. The bold letterforms and roughened edges project the retro Hawaiian design aesthetic creating a strong, unique identity. The expansion of the brand relies heavily on Hawaiian surf culture bringing Ahi back to it's roots.
Role: Art Director/Senior Designer