Operating at the intersection of CrossFit culture and healthcare, Joewel Pascual had a vision to unite these two passions in an active lifestyle brand, and so Ikala was born. Typo Design Studio was tasked with bringing the brand to life and integrating Joewel’s Hawaiian background as well as a sense of Hawaiian culture and values into the brand’s identity. As a contractor on the project, I helped with the naming process for the brand and the development of the brand’s visual identity. I was also tasked with creating a number of illustrations for the initial brand launch as well as apparel graphics post-launch.
