The chain of restaurants specializing in poke Aloha Poké has consolidated a rebranding process that includes a name change and the implementation of a new positioning, more linked to health, wellness and lifestyle. Now under the name Aloha he has presented a new letter, more diverse and varied, seeking to expand its business model.

The concept that articulates the new stage of the company is “Peace & Food” and with it Aloha has tried to get closer to the pressures experienced by the consumer in your day to day life. Social impositions regarding well-being and care, such as beauty routines, practicing sports, healthy eating, are present in the piece created to communicate the repositioning.

“Aloha to everything that suits you, whatever it is. No pressure, let’s not get more complicated please“; the brand has pointed out on its Instagram profile. “Here is the real key to a healthy life. Put a little Hawaiian philosophy in your life, put a little Aloha”.

In this way, the work created by the BlackFlag agency conveys a more indulgent and permissive vision of life, wanting to convey the way in which Aloha understands the problems of today’s consumer. The brand thus develops a cool tone of voice and expresses an attitude that seeks cultural relevance.

“In a context where hate and the pressure of always having to live up to the challenge abound, the only thing that was needed was to take back the Aloha philosophy and put it in its rightful place. A philosophy originally from Hawaii that is committed to ‘unguilty pleasure’, where enjoying without guilt is the best way to love yourself“; they point out from the agency in a statement.

In this regard, it highlights its gastronomic proposal as a formula to relieve everyday pressuressuch as lack of time or the importance of a balanced diet. As can be seen with the publications that the brand has recently made on social networks, the positioning expresses this by first posing the problem in a casual tone and then its dishes as a solution.

At the level of visual identity, rebranding does not involve drastic changes. In the logo, only the word “poké” has been removed, and the commitment to the white and blue colors is maintained. In the same way, the brand claim, “Healthy life, happy life”, is still valid.

However, a certain evolution is seen in the visual system. Especially striking is the inclusion of the “Peace & Food” concept in the communications, under an aesthetic of the 60s and with influence from the universe of stickers and stickers widely used in messaging services and social networks.

The rebranding has been visible on the brand’s social profiles and website for a few weeks and represents the materialization of a broader transformation process. Along with the new positioning, Aloha has presented a new menu that goes beyond the poke offer, which maintains a philosophy focused on Hawaiian gastronomy, care and well-being.

Thus, it has introduced new ingredients, pokes and salads. It has also expanded its offering of wraps and sandwiches and has included new desserts, all in line with its desire to encourage consumers to do what feels good to them.

In addition to being spread through social networks, Aloho’s new concept and positioning can also be seen in the company’s restaurants in our country.