Case Study: Husubis Poké Shop
Husubis Poke Shop is a family-owned business that started in an outdoor market in 2021. They’ve been crafting homemade poke bowls, onigiris, and musubis that transport you straight to Hawaii—no gimmicks, just fresh, high-quality ingredients made with love.
I quickly became a fan because they used incredibly fresh ingredients rather than piling on toppings. Despite their delicious food, they lacked a strong brand presence and marketing strategy. I saw this as an opportunity and used them as a case study to showcase my vision for elevating their identity and customer experience.
The Challenge
Despite having a loyal customer base and incredible dishes, Husubis Poke Shop had minimal visual branding and no marketing presence. The experience of the food didn’t translate into their logo, in-store visuals, and print/digital presence.
My Role
As a designer and customer, I saw an opportunity to explore how strong branding could reflect their values and boost their visibility. I took on Husubis Poke Shop as a passion project and case study to define their brand voice and identity.
Typography
Unbounded is the Husubis Poke Shop brand typeface. I chose this because the counter is shaped like a fish and the link tapers down like a fish tail.
Primary Wordmark
The Husubis Poke Shop logo serves as the cornerstone of the brand’s identity—a bold, primary wordmark that embodies its essence and ensures instant recognition.
The wordmark features Unbounded, a sleek sans serif typeface with a twist—its playful counters mimic the shape of a fish and its fin, adding a splash of personality to every letter.
The secondary logo is a character based off of crochet food items. It’s name is Husubi, and it represents a fish wrapped like a musubi with the spam for a hat. The logo is for smaller assets and events such as social ads, food festivals, and merchandise.
Visual Elements
Reflection
This project reminded me how branding isn't just about visuals—it's about honoring the soul of a business and creating a customer experience that’s as thoughtful as the product itself.