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Aina Le’a Inc. is a land development company, focused on locating, planning, and building well-designed neighborhood communities for the benefit of the residents of the community and our shareholders and partners. With an investment of $80 million, the company acquired 1,100 acres of raw land in the Island of Hawai’i to develop the Town of Aina Le’a. The Master Plan consists of luxury villas, vacation homes, restaurants, shops, natural parks, service facilities. To bring its vision to life and turn the town into a real, living, upscale community, Aina Le’a Inc. hired I Mean It.

The first step in our quest to create a holistic brand identity was to create a brand architecture for the Town Aina Le’a. By working with a local naming expert, we created an authentic nomenclature for the six villages.

The name of the townhomes and condos was inspired by a plant that can be found in the Hawaiian woodlands. Kupukupu is one of the first and most resilient vegetation that is seen as new growth from a young lava flow. Kupu was chosen to symbolize the growth of Aina Le’a on the lava fields of Island of Hawai’i.

Our next job was to create a visual identity for Kupu. Inspired by the kupukupu fern, we designed a brandmark by using the motif of plant and chose green as a strategic color. Then, we created a character to personify Kupu. And finally, we applied the new visual identity to business cards, signage, and sales brochures.

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