REDEFINING WAIKIKI COOL
When the owners of the Pacific Beach Hotel decided to recreate the property as ‘Alohilani Resort, we were brought on board to lead the branding effort. Our audit determined it was time to wake up Waikiki’s predictable resort life. We responded with the brand positioning of Aloha Chic, a fresh vision for what a lively new Waikiki hotel could be that influenced all of our efforts.
‘Alohilani would represent something far different from the predictable big box hotel brands. We wanted ‘Alohilani to stand apart. Fresh, Seductive, and Local were our watchwords. So everything — from the names of hotel venues to signage to door hangers to menus — had to deliver on that spirit.