Tiki bars are tropical-themed drinking establishments that serve a variety of rum-based drinks and fruity cocktails. Based on a romanticized view of the South Pacific, they conjure fantasies of escape to laidback island getaways. Carved “tiki god” masks, torches, palm fronds, brightly patterned fabrics and artifacts such as totem poles often adorn the interiors and exteriors of these bars. Elaborate concoctions are typically served in carved mugs or ceramic bowls and are garnished with paper umbrellas or flowers.

Omoa, named after an island in French Polynesia, is a café by day that transitions into a restaurant by night. Although each will have their own hours and food and beverage menus, the distinction will be made cohesive by ingredients for which tiki drinks are known. Rum-infused teas and coffee will be offered in the café during the day, while tiki classics such as mai tais and zombies will be the mainstay of the restaurant.

Describing their dining concept as ‘tiki with a modern twist,’ the owners of Omoa wanted to veer away from the island paradise vibe and kitschy aesthetic associated with such drinking establishments. They wanted it to look refined yet retain elements of tiki.

Derived from a hodgepodge of cultural influences, the origins of the tiki bar inspired our approach in developing Omoa’s identity system. We drew from artifacts and styles from several periods in design and art history to come up with a modern and clean aesthetic: Chinese seals, Vienna Sezession monograms, Art Deco, and the organic lines of Polynesian art. To add to the identity’s versatility, we also created a vertical lockup of the logo modeled after totem poles.