Minoi is a hair care ritual rooted in Polynesian heritage. It honors legacy, identity, and spiritual connection by re-engaging second, third, and fourth generation Polynesians around the world while inviting a global audience to experience the sway of life. This vision is grounded in nature, ritual, and ancestral wisdom.

Minoi shares Polynesian perspectives through hair care using traditional ingredients and methods passed down through generations. Through its rituals and products, Minoi tells an evolving story of Polynesia that connects past, present, and future.

The concept draws inspiration from mana, a spiritual energy of power and presence that unites island cultures and connects modern Polynesians with their ancestors. This idea is visualized as an inner flame and expressed through bold imagery and an organic design language inspired by ritual, natural materials, and traditional artifacts.

The visual identity reflects these values with clarity and intention. The logotype captures the sway of life through poetic curves that symbolize continuity, movement, and quiet strength. The choice of typeface, Inferi Book, brings a sense of timeless craft. Its subtle blend of squared edges softened by rounded finishes reflects the dual spirit of strength and fluidity found in Polynesian culture. Curved letterforms and open spacing create a calm but steady rhythm across all applications.

Every visual decision supports the story rather than simply decorating. Materials feel tactile and grounded. Photography is warm and present, offering space for reflection. Together these elements form a cohesive identity that feels lived in, generous, and evolving. Polynesian beauty is presented as something that flows through generations and invites the world into its movement.