Kuleana® Hawaiʻi Grown Oils – The Story of Our Rebrand
Introducing Kuleana® Hawaiʻi Grown Oils!
MAUI, HI (November 28, 2025) – Maiden Hawaiʻi Naturals, LLC has rebranded its culinary oil products as Kuleana® Hawaiʻi Grown Oils.
Company founders Bob and Kelly King first began producing natural cosmetic-grade oils in 2015 and later expanded into food-grade oils. Today, Kuleana Hawaiʻi Grown oils are made exclusively with local ingredients, including Macadamia nuts from Hawaiʻi Island and sunflowers regeneratively farmed by our company on Maui and Kauaʻi.
As part of this brand evolution, new culinary oil packaging includes dark-glass bottles with convenient pour spouts as well as bag-in-box packaging in bulk sizes for restaurants, food producers and cosmetic manufacturers.
The brand design was developed by Maui-based branding firm, Artistry8.
“This company's commitment to ʻāina and conscious practices was really inspiring to me. I'm truly grateful to be a part of this project, to be able to represent their brand visually based on their morals and values,” said Wailani Artates, Artistry8 Owner and Creative Director.
“The brand design is representative of agriculture – the circular lines are representative of that growth, of that energy and reciprocal energy between land and the elements and how it's a circular movement of growth,” Wailani explained. “The brandʻs colors were specifically chosen to represent ‘āina and the sun and that relationship and how we grow. And especially these beautiful sunflowers – the yellows, those natural browns and the greens; they all live so beautiful and cohesive in this brand.”
In this video, Wailani shows how she used the “K” in the logo mark to create multiple patterns that can be used throughout all branding elements, including website graphics, business cards and merchandise.
“Kuleana is more than just the translation of being responsible. Itʻs that feeling of not only being responsible for yourself, but for your ʻohana and your place and your culture and what it means to be a part of a community,” Wailani said. “I am born and raised on Maui. I've been designing for over 20 years. People come to me for meaningful branding experiences that are deeply rooted in culture and place. My biggest honor as a designer is to be able to work with people like Kuleana Hawaiʻi Grown Oils to create these branded products that are representative of our islands, that are representative of our home, that create jobs for our people, that are conscious of our ʻāina and that are able to share what we can produce with the world.”
The Kuleana rebrand launched earlier this month as part of a special holiday collaboration announced between Hawaiian Electric and Pacific Biodiesel, the renewable fuel company founded on Maui in 1995 by Bob and Kelly King.
“As we conclude our company’s 30th anniversary this year, Pacific Biodiesel is teaming up with our longtime customer Hawaiian Electric for a special holiday program to support local food banks and celebrate favorite holiday recipes made with local ingredients,” said Pacific Biodiesel Marketing Director Joy Galatro.
The collaboration – Kākou for the Holidays – includes a rice drive with employees of both companies participating to collect bags and boxes of rice for donation to food banks on each island; and, a holiday recipe contest that encourages the use of local ingredients, including Kuleana Hawaiʻi Grown culinary oils (which will also be awarded as prizes for the recipe contest).
Learn more about the holiday program, including recipe contest rules, on the Pacific Biodiesel website.
