Hello Poke evolves to better reflect what it has always been: an experience that goes beyond the meal. The rebranding was born to shape a visual and narrative identity that powerfully conveys the brand’s essence — an urban paradise where one can escape the daily routine. A physical and mental place. A metropolitan retreat where you can slow down, savor the moment, and rediscover lightness. Each bowl becomes a passport to elsewhere, even if just for the time of a lunch break.
Far from the clichés of "fast healthy food," Hello Poke repositions itself as the vibrant, flavorful, and conscious alternative for those seeking an authentic moment — a tropical journey through the colors, scents, and flavors of Hawaii.

The rebranding work began with the visual identity: we refined and rebalanced the logo, redefined its shapes, and introduced a new distinctive element — the real faces of the staff. The team thus becomes an integral part of the brand identity, reinforcing the sense of belonging and valuing the people behind the service in each location.

To complete the process, we developed the brand’s advertising campaign in collaboration with JustEat. The concept, Poke as you are!, plays on the iconic Nirvana lyric to highlight one of the franchise’s key features: the ability to customize every bowl to fit your own style and taste.
We created a series of illustrated characters, each with a unique identity and aesthetic, representing the diversity of Hello Poke’s customer base. A celebration of freedom of choice, personal taste, and individuality — always marked by color, fun, and lightness.