Hana Kuma is a creative media platform, conceived by tennis icon Naomi Osaka. We developed a new brand system built to showcase the stories they tell.
MAY 2024
VISUAL IDENTITY, WEB, EVENT DESIGN
Originally part of LeBron James’ UNINTERRUPTED brand, Hana Kuma brought us on to evolve and expand their identity as they branched out independently. We introduced a new type and layout system, expanded color system and expressive applications of the iconic flower-and-bear logo.
Hana Kuma—Japanese for “Flower and Bear”—is a global media platform founded in 2023 by four-time Grand Slam champion Naomi Osaka. Drawing on her Japanese-Haitian heritage, the company shines a light on multicultural voices through documentaries, podcasts, and digital shorts that resonate far beyond its LA home base.
As Hana Kuma prepared to branch out from LeBron James and Maverick Carter’s UNINTERRUPTED umbrella, they needed a cohesive brand ecosystem and a digital home that could flex with every story they tell. The brief: translate Naomi’s fearless energy and cross-cultural perspective into a versatile identity that plays just as well on marquee film slates as it does on TikTok, without altering their existing wordmark.
We built a holistic system—bold as a bear, beautiful as a flower—centered on a modular grid, punchy headline typography and and a color range that drifts from soft lavenders to stark blacks. The evolved identity gives Hana Kuma the flexibility to package each story distinctively while maintaining a cohesive global presence.
Creative Direction/Design
Briana Garza
Caleb Van Dyke
Hana Kuma Team
Naomi Osaka
Stu Duguid
Gaby Goldberg
Kacy Swain
Mat Demartis
Logo Design
Uninterrupted Design Team
Alex Medina
Gaby Goldberg
Production Credits
Mink!
Produced in partnership with The New York Times
Directed by Ben Proudfoot
Typefaces
ITC Avant Garde by Herb Lubalin
Tags
Visual Identity
Brand System Design
Web Design
Web Development
IRL Experiences