This branding project started with introduction to research & conceptualization process to student. The outcome of the project includes designing Identity, Packaging,Brochures and Media Development for our own brand.
U K I Y O
The art of learning Sushi requires devotion which may takes up to 10 years for a person to reach the title of an Itamae. The pursuit of perfection in presenting the best will start from the selection and preparation of ingredients to slicing and plating the sushi. Japanese cuisine has a very practical emphasis that draws from ingredients that nature provides. UKIYO signify to live in the moment and is a contemporary sushi restaurant that provides Omakase only. Omakase is a cuisine created on intuition.Hence, portraying a sense of uncertainty and fleeting moments. To live in the moment of transience, diners will get a personalized experience and able to pay attention to the details put into the sushi.
The packaging consists of a paper bag, takeaway box, chopstick cover and bottle sticker label. The design features the contour lines of the stones in various placement to create a dynamic appearance. The organic shapes is the perfect representation of imperfection and unpredictable. With the philosophy of “nothing lasts and nothing is perfect”. I used the idea of pebble to create the logo which have the quality of asymmetry, roughness and appreciation of the ingenuous integrity of natural objects and processes.
