BackAidan McFarlaneCreative direction and design
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Narutomaki

Japanese-cuisine identity exploration

Relationship
Client work for Narutomaki
Personal contribution
Brand Designer · Illustrator
Narutomaki primary black-and-orange Japanese-cuisine identity mark
Project facts
Relationship
Client work for Narutomaki
Personal contribution
Brand Designer · Illustrator
Period
Concept exploration
Context
Hospitality
Market and project language
China / EN / JP
Disciplines
Identity · Illustration · Hospitality
Capabilities
Brand identity / Illustration
Tools
Illustrator · Identity design

Context

Problem or opportunity

Developed a compact Japanese-cuisine identity for a Chinese audience through character, wordmark and seal-like compositions. I advised the client that the selected name and wording would not read naturally in Japanese; the client chose to retain that direction for its intended audience.

Design outcome

Character, wordmark and seal-like variations form a compact Japanese-cuisine identity for a Chinese audience, with monochrome applications for small-scale use.

Evidence basis: Qualitative outcome based on displayed work

Approach

  1. Symbol recognition

  2. Japanese-food context

  3. Character and type balance

  4. Small-scale reproduction

Deliverables

  • Primary mark

  • Logo variations

  • Monochrome applications

  • Identity exploration

Narutomaki / Concept exploration

Narutomaki primary black-and-orange Japanese-cuisine identity mark
01Primary identity direction
Narutomaki circular identity variation in black and orange
02Circular mark
Narutomaki compact inverse identity variation
03Compact variation

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