Aloha Chicks founder and Hawaii native Ke Kai Kealoha had a career spanning 30 years in operations and project management. After being unexpectedly laid off, and she took it (to use her words) as ‘a statement of her irrelevance.’ After landing on the Central Coast and finding plenty opportunity to help people using her first-class organizational skills, Ke Kai decided to go out on a limb and “create the circumstances where [she] could provide value.” The result was Aloha Chicks, a small team of personal assistants providing concierge services for professionals, busy households, and elders in need of caring help.
The Aloha Chicks brand aesthetic is light, minimal, clean, orderly, and well-structured—much like the lives of their clients after regaining aloha. Their value proposition is clearly stated: relax, Ke Kai and her team will take care of it. The brand features an interplay of elements simultaneously suggesting a personal touch as well as the competence to get in and get things done, and is also heavy with traditional, hand-drawn Hawaiian-themed elements, each containing personal meaning and conveying the personality of Ke Kai. The logo is a pair of custom-illustrated nene geese, originally dreamed up by Ke Kai when she first began to imagine her business.
Aloha Chicks is truly a unique, special brand—perfectly befitting a unique, special person.