ALAUA is a metaphor for the choice to 'follow your flow' and stay true to your inspirations.
It took me a very long time to decide on the name ALAUA. I’ve had other brand names in the past—some that still exist—and they were all chosen quickly, usually in less than 24 hours. ALAUA, however, took me around a year to come up with!
I wanted a name that was personal to me. I wanted one that was versatile enough to expand into multiple product categories... a name that would give me the freedom to explore and pivot when necessary. It also had to be short; the logo needed to be legible in all sizes. Regarding the previous brands I created, I admit I did not think as deeply about those names. As a result, they were too product-specific, which locked me into one category and made many aspects of expanding and building a brand challenging. I did not want to make the same mistake again.
After about eight months of thinking of names while driving my kids, grocery shopping, cooking dinner, and doing everyday things, I was reminded of a time I hiked the Puʻu Pia Trail in Mānoa with my husband. I felt a profound sense of connection to nature that day. I noticed rotting leaves on the ground over exposed tree roots, then glanced up at the "parasols" formed by the leaves and branches above. Above those parasols were flowers that would eventually drop seeds to the ground for the circle of life to begin again. The ground was wet and muddy from the previous evening's showers, and I thought to myself, "decay leads to new growth." The wet, rotting leaves were nourishing the tree roots while creating the perfect growing medium for the seeds. Nothing is ever truly over; it only changes form and purpose.
Photo: Pu'u Pia Trail
Around the same time, I came across the book Hānau Ka Ua: Hawaiian Rain Names by Collette Leimomi Akana and Kiele Gonzalez and was deeply inspired. Rain is so significant and valued that there are over 300 names for it in the Hawaiian language. Rain is water, and water is life. Rain replenishes the streams, quenches thirst, and is vital to growing crops for food. Without rain, seeds won't sprout; without rain, we are parched.
Rain has been personal to me for quite some time. Kauanoe is my married last name; it means "The Misty Rain." My ears always perk up whenever I see or hear the word Ua.
I saw the word UA as a metaphor for inspiration. If rain is the source of inspiration, then it fuels our personal journeys—the pursuit of passions, personal growth, transformation, and empowerment. I really loved this direction and brainstormed words that could be paired with UA.
I decided to try pairing it with my children’s Hawaiian names:
- Son #1: Keala (shortened)
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Son #2: Keola (shortened)
- Daughter: Ku'ulei (shortened)
I ultimately decided on ALA + UA, because these letters also exist in my own name, ALYSSA KAUANOE. The name was perfect, as it represents the “Path of Inspiration” and also reflects who I am. ALAUA is a metaphor for "following your flow" or to stay true to your inspirations.
I am the creative behind this brand, and many brands started by their own designers are named after them. ALAUA was a subtle way to name my brand after myself.
Months after my first production run, registering the business, and setting up my website, doing my first photoshoot, I discovered that in the Parker 1922 Hawaiian Dictionary, ALAUA means "to look upon oneself with admiration.” I was very happy that it did not mean "to look upon oneself with sorrow," or something bad like that! I thought this was a very empowering, positive meaning. I hope that one day, I can grow ALAUA into a household brand, one that is recognized and trusted by many. I want to make little 10-year-old me proud.
It is scary to take risks and put yourself out there, but I always tell myself, you have to start somewhere! Every successful brand started from zero! Just like Lao Tzu said, "A journey of a thousand miles begins with a single step.” These are my first few steps. I’ll get there eventually!
So this is how I came up with the brand name, ALAUA.
Mahalo for reading!
Alyssa
