Matchbook Design

If there is one thing that Hawai‘i residents do well, and often, it’s eating out. Like movie theaters and high schools, restaurants have played a large part of defining local culture and entertainment. Since the first hotels in Waikiki, soggy sand covered tourists have ambled down Kalakaua Avenue in search of food. Due to the over abundance of tourism each year, eating at home was never an option. Throughout the last 100 years, Hawai‘i’s food and hotel industry has played host to many famous and memorable eating establishments, attracting world renown chefs and celebrities.

Prince Kuhios Restaurant

La Mancha Resturant

After your meal and Mai Tai, restaurants would often encourage you through their make-shift gift shops of memorabilia and logo merchandise for the friends back home. Common for most casual eating establishments, both local and imported, the treasure chest of toys or wall of commemorative glasses were the last phase of dedicated restaurant self promotion. Through all of Hawai‘i’s fine-dining history, one element remained consistent – smoking. The matchbook was the smallest (and cheapest) form of advertising for many restaurants and stores; often found at cash registers and bartops statewide (at least until the disposable lighter was invented). It was normal to have packs of matchbooks lost in junk drawers and seat cushions around the house, where they probably remain to this day.

Sheraton Maui

The Pagoda Hotel

The matchbook’s humble size was a trojan horse of marketing zeal that required every store, restaurant, hotel and casino to have them. Mascots, logos, fortunes and slogans have all graced the cover of a book or box of matches. Thousands of nameless illustrators and paste-up artists were responsible for the micronization of these pocket billboards. Hawai‘i was no different than other cities across the country in producing lavish and creative book design. Las Vegas and New York City being obvious epicenters of matchbook consumption, influenced a sub-culture of collecting rare and defunct establishments. Because of Hawai‘i’s status as a remote vacation destination, postcards, Tiki mugs and matchbook were highly valuable trinkets and proof of ones journey to our exotic islands.

Surf Rider Hotel

Sheraton Hotels (back)

Designs ranged from bold mid-century style illustration, caricatures, monarchial themes and typographical logos. Matchbook dimensions were often customized to stand apart from the generic 2 inch by 1.5 inch variety. As smoking became increasingly unpopular and eventually outlawed in public spaces, namely airplanes and hospitals, demand for the matchbook was on the wane. Businesses wanting to avoid association with the cancer causing habit, quietly removed marketing and branding from the analog flint. It is all but certain that the matchbook era is at a close, leaving behind a legacy of incredible miniature design and illustration. Hawai‘i has been, and still is, home to some of the most talented artists, designers, illustrators and architects in the world. We hope to occasionally highlight their work, and other discoveries, which exemplify the spirit of progressive, thoughtful and creative design unique to Hawai‘i.

Kona Inn

Columbia Inn

Kopper Kitchen

Falmingo's Royal Lanai