Started in 2007 by owner Emelyn "Eme" Kim, Elder Care 808 was created to provide education, care and support for Hawaii's local Kupuna and their families, along with those who are nearing the age of retirement.

With this in mind, when it came time to rebrand, while we wanted to completely refresh her current brand/logo, we also wanted to retain the spirit and essence of Eme's business, which we felt was perfectly summarized by the image of the bonsai tree.

Typically associated with longevity, harmony and inner peace, due to the amount of time, dedication and care required to shape, cultivate and grow; bonsai trees were considered so precious, that many people would refuse to part with them, even in times of financial difficulty (just like our elders/kupuna).

Starting with her original logo mark, which consisted of a stock image of a bonsai (pine) tree inside of a lime green circle, we began by first isolating and simplifying the image into basic colors and shapes, giving the logo a modern and flat aesthetic, reminiscent of a handmade paper collage.

The result is a logo that is both whimsical and reassuring, representing Elder Care 808's continued mission to care for and support Hawaii's local Kupuna and their families.