Brand Strategy, Naming, Visual Identity, and Website Development

‘Āina Pono was a Hawai‘i State Department of Education farm-to-school initiative designed to bring fresh, local, and nutritious food into public school cafeterias. By connecting Hawai‘i’s farmers with Hawai‘i’s students, the program aimed to create a sustainable food loop that supported local agriculture and improved student health.

The Challenge

As a public-private partnership reliant on continued funding, the program needed to quickly establish credibility with a diverse group of stakeholders. To gain traction and long-term support, it required a clear, compelling brand that reflected its mission and values.

The BLG Difference

Blackletter Group was brought in to build the brand from the ground up—helping shape its identity and public presence at a critical stage in its development.

• Naming: We created the name ‘Āina Pono, derived from the Hawaiian words ‘āina (land/meal) and pono (righteousness), to reflect the program’s commitment to feeding keiki in a way that honored Hawai‘i’s culture, land, and values.

• Brand Identity: We developed a visual identity system—including logo, color palette, and tone—to convey trust, community, and clarity across audiences.

• Website Design: A new website was launched to provide updates, resources, and visibility, reinforcing the program’s professional credibility and community-driven mission.

The Outcome

From launch through 2023, ‘Āina Pono built strong awareness, helped champion local agriculture, and secured critical funding through both private benefactors and state support. The project concluded in 2023, leaving behind a strong foundation for future farm-to-school initiatives in Hawai‘i.

Note: The ‘‘Āina Pono project has since been closed down.