Today, the Mariana Islands are known as Guam and/or the Commonwealth of the Northern Mariana Islands (CNMI). Throughout history, Colonial Powers have unintentionally divided the Marianas—despite being a geographical archipelago of islands with people who share the same language and culture. As a Chamorro born in Saipan, and raised in Guam, this inspired the idea to develop a brand considered a hybrid representing the Mariana Islands as one. What has come before us in the past influenced the mission of Håfa Brand.

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The mission is to educate our geography as a whole island chain and to represent the people of the Mariana Islands by providing products that exhibit unity of our culture, our pride, and our language through the Chamorro word "Håfa", the brand logo, and a universal code: 1341--representing one people, one culture. Bringing together the division, Håfa Brand neutralizes which island people are from by characterizing the entire Marianas island chain—focusing on the inhabited islands of Saipan, Tinian, Rota, and Guam—as a unit; embodying a deeper meaning to the phrase,

"together-we are STRonG".