WikiWiki Poke Shop: A Bold and Dynamic Branding Design

Breaking the Norms with Joel Derksen

WikiWiki Poke Shop, situated in a medium-sized city in Michigan, wanted to stand out from the crowd. The owner's vision was to create a loud and vibrant atmosphere inspired by jellyfish. To achieve this, Joel Derksen took a bold approach, resulting in a dynamic and ever-changing brand identity.

Derksen's design for WikiWiki Poke Shop breaks away from the category norms. Instead of relying on provenance or the cliché Hawaiian language, the brand name itself, WikiWiki, allowed for plenty of typographic exploration. The result is a visually striking identity that can be easily adapted with its bold visuals.

What sets WikiWiki Poke Shop apart is its bold approach to seafood dishes. This led Derksen to take an equally bold approach to the design. The use of black and white, along with vibrant colors, creates a visually striking contrast that catches the eye and adds to the energetic atmosphere of the restaurant.

The realization of the design primarily involved the use of paper, including bags, cartons, and chopsticks. This choice aligns with the fast-casual nature of the restaurant, providing convenient and eco-friendly packaging for take-away meals.

Throughout the design process, Derksen worked closely with the client, developing a shared visual language through mood boards and iterative design processes. The main challenges faced were on the implementation side, such as finding suppliers capable of executing the selected designs.

Since its opening, WikiWiki Poke Shop has been hailed as a piece of Amsterdam within the Americana and provenance-based visual landscape of Grand Rapids. The urban and intense design language brings the owner's vision to life, creating a unique and vibrant dining experience.

Joel Derksen's design for WikiWiki Poke Shop was awarded the prestigious Iron A' Design Award in 2018. This recognition is a testament to the well-designed, practical, and innovative nature of the branding. By integrating industry best practices and competent technical characteristics, the design contributes to a better world.