![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/5263eca2ad83fd73453c814c_rw_1200.png?h=24dac210e0f138255dac9e00f8705574)
Hoka-Hey, loosely translated, means: Today is a good day to die.
A no-regrets, punk DIY upbringing is what inspired this name for the new creative agency based in Cape Town, South Africa.
A no-regrets, punk DIY upbringing is what inspired this name for the new creative agency based in Cape Town, South Africa.
The decision for a hand-crafted logotype was instantaneous.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/fd2a1da1a55e6f6f1c932496_rw_1200.jpg?h=f6779298670fb53e297c1bc311d463ed)
Making sure the logo would be legible at all sizes, without conforming to a rigid grid or baseline, was paramount.
The letterforms took on a life of their own when introduced to one another, creating an enthusiastic, playful brand full of energy and excitement.
The letterforms took on a life of their own when introduced to one another, creating an enthusiastic, playful brand full of energy and excitement.
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/b3c179789b686729de484463_rw_1200.png?h=51e04b7561684d360f58264d2cff13aa)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/11c60ef86ac606503e5aed6e_rw_1200.png?h=4c5255f1b5353a8d922c80e7bdf3056c)
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/084b3aaeddf286f110cec3d5_rw_1200.png?h=8d9d2d6ae54bd5b001392039f36435c7)
Art direction and graphic design: Denton Pretorius
![](https://cdn.myportfolio.com/587132521eca77539c33727505c79a3e/1b88e3e206b88b7e314491bf_rw_1200.png?h=cca6e3bf1bd5e942d7994dec05ae4d8a)