ALOHA BROWSER

Sailing at sunset with the Aloha starfish on a translucent sail

A NEW LOOK FOR ALOHA

Aloha Browser is a privacy-focused browser with more than 5 million monthly active users. As the product grew, its original playful identity no longer reflected its maturity. The redesign introduced a more distinctive and flexible visual language while preserving Aloha’s approachable character and connection to the ocean.

Aloha Browser campaign showing a woman behind a sail and a phone on board

Aloha-branded bottle and headphones packed for a sailing trip

RESEARCH

Several directions were tested with more than 2,000 Aloha users and external participants. The research confirmed the need for change: 75% of users wanted to see Aloha with a new look.

Aloha keyring and translucent monogram charm

Aloha-branded backpack and tablet on a sailboat

VISUAL SYSTEM

An abstract starfish shape became the foundation of the new identity. It could be cropped, scaled, layered and animated, creating a recognisable system rather than a single decorative element. Ocean-inspired colours and gradients added depth and movement while allowing the identity to adapt across digital and physical applications.

Aloha Browser launch graphics and mobile appearance settings

Aloha branding across LinkedIn, app store and Instagram screens

Overhead view of a car wrapped in Aloha gradient branding

Side view of a car wrapped in Aloha gradient branding

WALLPAPERS & ILLUSTRATIONS

Custom wallpapers and illustrations were created specifically for the redesign, extending the new visual language into the browser experience. The identity was implemented across Aloha’s product, communications, campaigns, merchandise and physical applications.

Bird-of-paradise flowers illustrated for Aloha wallpapers

Aloha mobile screens with promotional illustrations and botanical wallpapers

IMPACT

Following the release, first-day retention increased from 23% to 26%

what's next

what’s next

ILLUSTRATION SYSTEM & GUIDELINES

BITS & PIECES