Overall, the company is a restaurant slash catering company, and its target audience is families, Hawaiian natives, and tourists. The company was initially opened in 1997 and is the original food company named Carrier. There are two other companies with this name, but they are the original and a family brand, which they state. Because of this, they need something to stand out against the two other companies with the same name. I wanted the logo to be something nice but can be easily applied to various things and still look good because they will be printing their logo on multiple things. When I got to my last three sketches, I remembered something they had stated in their about them section on their Yelp page: the company was established in 1997. I wanted to incorporate the phrase that customers seeing something like that in a logo would immediately let them know they'd been around for a while. I was separating them from these other companies.

I wanted to keep some elements in the original logo, like the water and flower elements, but not the light green color. I tried to eliminate the light green color because that is a standard color associated with being clean or fresh. Because of that association, many logos will use that color; however, you can still be associated with being clean or fresh without using that color. I wanted to play with different elements, so I explored what the logo would look like with a palm tree. Even though the palm tree was a significant element, I ultimately returned to the hibiscus flower element because of its essential cultural meaning to the brand. 

 The brand used green to highlight the freshness of the food. However, the brand is marketing Hawaiian traditional cuisine. Freshness implies that the brand already has many other qualities, not just freshness, that must be highlighted. Their target audience is families, young people, and tourists. They needed colors that would catch the eyes of these audiences. Blue implies trust and strength. Red implies excitement. It's bold and energetic. Also, the color orange is very friendly, but it's also confident. These are all great qualities the brand should use in its logo design.