BACKGROUND

Hawaiian Host Group, based in Honolulu, is the parent company of Hawaiian Host, Mauna Loa, and KOHO brands. Hawaiian Host and Mauna Loa merged, bringing together two companies with strong market presence and a shared focus on macadamia nut snacks. However, the merger combined two distinct cultures—Mauna Loa's experience as part of a multinational corporation and Hawaiian Host's familial, small-scale operations.

CHALLENGE

Following the merger, Hawaiian Host and Mauna Loa faced significant cultural and operational challenges. Employees from each brand remained siloed, operating within their "old" formations and struggling to collaborate without a unified identity or vision. To ensure long-term success, the newly combined entity needed to bring its teams together under one cohesive brand and cultivate a shared culture that aligned with its goals for future growth.

SOLUTION

To unite Hawaiian Host and Mauna Loa under a single identity, the Hawaiian Host Group brand was developed. The new parent brand embraced the heritage and brand equity of Hawaiian Host while creating a distinct corporate identity that resonated across both teams. The visual and verbal systems incorporated the Spirit of Hawai’i, blending elements from both companies to evoke a sense of belonging and pride. This new unified identity was brought to life through a refreshed logo, a new website, and branded materials, helping to foster collaboration, enhance brand recognition, and connect employees and customers to the rich heritage of the Hawaiian islands.