Kine Musubi

Kine Musubi is NYC’s first Hawaii musubi shop. Every Sunday, owners Lizzy and Chi run their pop-up shop on the upper west side, offering authentic, handmade musubi featuring both SPAM and non-SPAM flavors. Blending elements from Chi’s upbringing in Honolulu’s Chinatown with a “HI meets NY” street style vibe, the brand identity bridges two cultures and represents the personal story at the heart of Kine Musubi.

The logotype is rounded and curved to echo the shape of SPAM, and at the center of the hibiscus icon, grains of rice represent the core and foundation of the musubi. A very SPAM-like pink is the overarching brand color, which pays homage to the tasty snack while also adding a playful and inviting feeling to the branding. Hand-lettered submarks and custom illustrations tie everything together and keep the identity from feeling too sleek.