Behind our Brand: Lawrence Lovestock
Original post from https://www.ink-ash.com/inkspiration/lovestock by Ashley Kaneko
One of my favorite places in Hawai’i is the Lawrence Ohana’s compound tucked away against the Ko’olau mountains in Kahalu’u. There really isn’t anywhere quite like it and the views from mountain to ocean are absolutely breathtaking.
They recently started a small non-profit farm on the property for families and special needs keiki (children) and coined their growing brood of livestock, Lawrence Lovestock. Having been a visitor to this special place since I was a teenager, I was excited to create a brand that captured the spirit of this majestic place—past, present and future.
THE BRAND
Before we could create the logo, we needed to articulate the brand story, values and the unique attributes that we could design the brand around.
Being that six generations of family have lived and raised their families on this land, we knew we needed to create a brand that was family-focused, connected to the land and designed to honor and share the family’s story (past and present) with others. Through the storytelling, imagery and color it was important to capture the spirit of this unique place in a way that was simple, grounded and yet relevant and ready for the next generation.
THE LOGO
To create a meaningful mark, we looked to the most iconic feature of the land—the Ko’olau mountains. The mountains nested into the logo were hand-drawn from the actual ranges seen from the farm and designed within a one-of-a-kind heart shape that emphasizes the “love” in the name but also a subtle nod to family motifs—taro (the generations before raised taro) and Weimaraners (a beloved animal of the current generation).
Functionally, the mark needed to be modern, simple and designed to be legible on environmental signage, apparel, stamps and in various applications.
COLOR
The color palette reflects the earthy tones unique to Kahalu’u (from land to sea) and the warm, rustic, wholesome and grounded attributes of the brand.
ICON SYSTEM
A family-friendly icon system that maintained the simple line weights found in the logo was created for use on wayfinding signage and animal stickers for visiting keiki.
WEBSITE
With a small budget, we opted for a squarespace site that the family could easily edit and where visitors could learn more about the family’s history, book experiences, donate and volunteer.
A LASTING LEGACY
Dating as far back as 1917, six generations have lived, worked and raised their families on this land. From taro to cattle, their grandparents and grandchildren have all shared in its rich legacy; a legacy that continues today with the newly branded Lawrence Lovestock farm.
