OVERVIEW

• Inspired by the culinary legacies of China and Japan, Kanagawok is an Asian fusion establishment I designed that leans heavily into a contemporary aesthetic. Kanagawok works as a bridge between cultures, and takes immense pride in showcasing its rich, treasured history. The idea behind this project was profoundly conceptual and allowed me to veer further into a more experimental mindset thoughout the creation of its logomark and visual identity.

DIRECTION

• In developing the identity for Kanagawok, I invested a significant amount of time into crafting a comprehensive multi-page brand booklet that outlines the restaurant's core mission and voice to its cherished values. This brand guide served as a roadmap for making carefully considered design decisions that would maintain Kanagawok's clean and modern atmosphere. Following the creation of the brand's personality and carving out its niche among the culinary crowd, I conducted thorough research into other industry competitors to identify ways in which Kanagawok could differentiate itself and stand out in the market.

CONCEPTUALIZATION

• As I immersed myself in research, I eagerly gathered references and pieced together a dynamic mood board capturing the essence of Kanagawok's visual identity. Right from the outset, I knew I wanted to craft a logo that seamlessly integrated the brand name into a captivating visual. Drawing inspiration from the iconic Japanese woodblock print, "The Great Wave off Kanagawa," and infusing elements of a traditional Chinese wok, I aimed to depict the graceful motion of a wok toss. The greatest challenge lay in balancing creativity with practicality, ensuring the logo remained clear and recognizable even at smaller sizes.

DESIGN

• After brainstorming various designs and configurations, I narrowed down my options to just a few promising contenders. From there, I honed in on the design you see now. What drew me to this particular concept was its unique arrangement, which manages to capture a modern, almost abstract vibe while respectfully nodding to its Japanese inspiration. Plus, it holds up well on smaller screens without sacrificing readability or structure. Breaking it down, you'll spot elements reminiscent of the wave, the wok, and the iconic red sun of Japan. Yet, when everything comes together, it seamlessly forms a dynamic wok-tossing gesture.

• With the logomark in place I focused my attention towards pairing the design with a fitting typeface. Given the brand's aim for an upscale clientele, I leaned towards serif fonts exuding sophistication and commanding presence. After experimenting with various typefaces, "The Seasons" emerged as the frontrunner for the brand's header, boasting elegance and timeless appeal. To complement "The Seasons," I settled on "Komet" – a sleek, contemporary gothic sans serif infused with the finesse of Japanese design. With its 32 styles and impeccable balance, "Komet" ensures effortless readability and accessibility for all patrons of Kanagawok.

• Having meticulously crafted a fitting combination of logo and typography, I dedicated considerable effort to curating a distinctive color scheme for the brand. My aim was to strike a harmonious balance between professionalism and approachability, ensuring neither aspect overshadowed the other. The cornerstone of this palette is a rich, deep blue, lending an air of sophistication and credibility to the brand's image. Complemented by pristine white, the palette exudes simplicity and contemporary elegance. Accent hues of lively cherry red and earthy khaki add depth and character, imparting a sense of authority and genuine authenticity to the overall visual identity.