KauKauLani is a food truck startup my coworker’s friend had created. I was asked to assist in providing some logo designs. Although my designs were ultimately not selected, the client responded positively to the concepts, and I was proud of the creative direction they explored.

Both logo concepts were inspired by the company’s tagline, “Where Maui’s past meets its future,” with each taking a different visual approach to that theme.

The first concept embraced a more rustic, handcrafted aesthetic with the main icon representing a Hawaiian sunset over the ocean. Instead of a traditional sun, I incorporated the Lokelani (pink damask rose), Maui’s official flower, to create a design that celebrated the island’s natural beauty and cultural identity.

The second concept took on a more playful, contemporary feel. It featured a crescent-shaped wave with stylized cubes of salmon and tuna floating on it, reflecting the food truck’s fresh cuisine. To complement the illustration, I selected a bold, flowing typeface enhanced with ocean-inspired gradients, giving the logo a vibrant personality while reinforcing its connection to the sea.