|Brief
Konnichiwa’s identity was based upon offering a costs and authentic fusion of Indo-Japanese food dealt with millennials that love trying out. Hence the short focused on finding a spirited and rejuvenating balance between India as well as Japan and not focusing the language in the direction of either among them. The customer wanted the brand’s visual identification and the packaging to reflect the same concept of such a cozy and enjoyable setting. Because of this, the logo was revamped upon, the brand identity, product packaging securities, and social media sites were produced as our key goals to show these values.
Team- Shreya Dhar & & Raageshwari Kandaswamy (Developers), Saadhvi Chopra & & Saraansh Chopra (Founders & & Advertising And Marketing Team)
|Regarding
Konnichiwa is a new Japanese shipment kitchen area concentrating on offering primarily sushi. The flavours of Genuine Japanese are as well delicate for Indian palates. Besides, Indians are revolted by the idea of consuming raw fish. They intend to alter that and make sushi conveniently available to everyone. It is not sushi in the sense that the Japanese recognize it. Our mission has been to offer high-quality food for all those that desire to incorporate enjoyable with skillful food preparation into one remarkable eating experience.
|The Large Idea
- The branding of the restaurant has to move smoothly across different interaction platforms. Having actually assessed the target market and competitive brand names, we came up with the concept of developing the pictures and typography that makes the buyer feel a feeling of coming from the neighborhood of Konnichiwa.
- After discovering the Japanese society and food, we got influenced by Japanese personalities like Ninja woman, Maiko, sushi chef, and extra. The consolidation of patterns on outfits of the personality sings concerning the originality of the dining establishment.
- Via this and numerous various other explorations, a state of mind board was created to mirror the brand name’s core values.
- The design instructions board was generally split into 2 concepts, Geometric and Organic.
|Repeating the Logo design
While starting our teaching fellowship off at Konnichiwa, the customer having actually done their TG research study, provided us with the only part of their visual identity that was pre-designed which was the logo design. The essential variable to think about right here was the readability. We reviewed the logo and even though they strongly liked it, we recommended modifying a secondary and tertiary logo in position where the legibility of the upright word marks decreases. We repeated the positioning of the logo to see what might fit in the very best in smaller sized rooms and likewise match with their ideal of enjoyable and family. We included elements like chopsticks instead of 2 lines in addition to a sushi pattern in the dot to bring significance to the positioning of the chopsticks. Though we suggested going for the sushi with lower lines, the customer gave a consent for the in-depth sushi circle.
|Ideas for aesthetic beginners
We were initially oriented concerning the customer’s versatility towards dealing with numerous ideas and hence we started making some mood boards to understand what they were leaning towards. The mood board incorporated all facets from standard Japanese aesthetic designs to an extra recent character-focused approach
Post the mood board evaluation, the one thing that the client gravitated in the direction of was the demand to have a lively and intense colour palette without it looking also child-like. Thus the third mood board with vivid colours and characters was chosen for us as a base to function even more upon.
1 Originally, given that the range for layout was rather wide, We tried to generate numerous designs. This was done to record what the client was inclining towards in regards to look and feel.
The geometric strategy was inspired by the food active ingredients. The patterns and personality is made from geometric forms that allow both the whole and partially to stand in the eye of the viewer. The ratio of little parts and big images gave us the flexibility to have fun with the composition.
Post the feedback, we had actually ultimately collected all their likes and disapproval. The natural instructions was picked by the customer, the fluidity of the forms might be converted as ideas from something actual. We revamped a few of our older forms while researching different active ingredients made use of by Konnichiwa that we can integrate in our layout for it to present a potentially much deeper thought process.
Side-by-side, a foundation was additionally being outlined concerning the colour combinations. Different variations of colours were tried based upon the client comments that exclusively stressed upon the brand name being youthful and experimental, nothing typical. Upon evaluating these models, the colour scheme and kinds were wrapped up.
We were also given style directions by them pertaining to just how they wanted their packaging to look. For the ramen dish, they desired something see-through while for the different variants of the sushi boxes they asked for different dimensions of the sushi trays to the box measurements.
|Feedback
Client
- After a review, the client made it clear that they really did not want the packaging to depict personalities that would certainly appeal to a particular more youthful TG. As they wanted to cater to a relatively older target market, they chose something extra actual than metaphoric.
- Among the two approaches that we explored i.e an organic and geometric technique, the client proceeded with the natural strategy as it was modern-day and extra personalized throughout different systems.
- Customers felt it might have been much less vibrant in colour scheme and the fluidity could have been much more minimalistic.
- Post the style, the customers approached the printing centres. incorporating several colours in the product packaging and die-cut in ramen bowl exceeded their budget and approached us for an extra minimalistic and affordable layout.
|Users
- The very first version of layout language was felt a little bit disorderly and ubiquitous. They really felt an extra minimalistic approach in the product packaging would make the audience attach extra with the Konnichiwa personalities and therefore the brand name.
|Diving into the Main dish– Visual Identification
- The colours were an open ground for us to check out. The customer desired a younger and non-traditional method while we went for something meaningful. A Meal Must Stand For the 5 Colors: In Japan, the five essential colours are red, eco-friendly, yellow, white, and black. Cooks attempt to consist of all five in a solitary meal, which offers to achieve an equilibrium of nutritional benefits too. Bringing the two with each other, we looked at their speculative foods which likewise integrated a lot of colours and tried to bring about some resemblance! The client selected a brilliant colour combination keeping in mind their customer base who would not purchase anything that does not stick out.
2 The font style we originally checked out was High voltage and Montserrat. We understood exactly how high voltage really did not work because of its grunge nature while Montserrat wouldn’t construct a mark because of its common use in today’s designs. After a typeface search, we wrapped up Potta One a Japanese brush font style, Aeonik -a san serif font style for more clear texts, and Delighted Tips for locations where a little scribble or two is required to add some funk.
3 The customer intended to escape from the monotony of strong colours. Thus, appearances were included. The patterns of different components used in the Japanese style of food preparation were replicated, some actual while some maintained the abstraction. Among these, patterns for the water, salmon, togarashi, caviar, and sushi rice were completed.
|Brand Name Application Collaterals
Customer’s option
After critique, monetary restrictions, and talking to the users, we concluded that the client had now drawn away to an especially very little strategy with sensible personalities to reduce costs on embossing and too much print ink. Instead, they desired memorable duplicates on the cover that could attract millennials for an Insta worthwhile sushi experience.
The Alternative Strategy
The alternative technique was also to have a collection in place when they broaden their company and have a bigger margin for accomodating these layouts in their packaging.
To watch the last style instructions and securities, do check out https://www.behance.net/gallery/ 116993965/ Konnichiwa-Brand-Identity-and-Packaging-Design
- Product Packaging Layout(Sushi boxes and chopstick covers)
After a month of thinking, reviewing, and putting ideas with each other, we came up with the complete brand name package. Despite the fact that the customer proceeded with the marginal method due to their constraints, we selected the design they liked one of the most. Working on the comments of making it much less disorderly, we picked a simpler top with a quote and debossed salmon pattern along with the logo to produce a costs appearance while the sides were bordered around with the very same patterns to still keep significance to the cuisine they are consuming!
2 Menu card Style
For the menu card design, we thought of an idea to develop the heading in fascinating typography that depicts the food itself. After releasing the final layout, we really felt the menu card could look extra interesting. We made a 5 -page food selection card that looks vibrant and has web pages of various sizes which allows the target market select easily in order from starters and soups to mains.
3 Social media
Both major goals of developing a social networks feed for the brand name are
1 Let the target market explore and see a range of Japanese cuisine meals and invigorate their taste palate desires.
2 Help the audience comprehend the feel of the brand name and take comfy recipe choices.
To preserve cohesiveness, we gave colour codes to every menu recipe. The patterns and forms dance to other posts assisting the customer see interactively.
|Obstacles
1 Feedback was really subjective and in some cases it really did not coincide with our mind.
2 Since we were functioning from home, interactive collaboration amongst cross-culture was a very new obstacle.
3 Execution was an obstacle for working on a real-time task where people were set apart, the developers in Mumbai and the Owner in Delhi. It made us recognize service, advertising and marketing, and budgeting better.
|Learnings
We are superheroes !!
Like any type of superhero, we fought bravely with obstacles and came up with services that would make our dream come to life without any concessions.
We began working together on Miro, which is a collaborative software that assisted us in impactful conceptualizing.
We spoke to a lot of people and gotten, differed comments, assessed it and put our ideas, and then integrated it into chunks of information.
We communicated with the marketing team and asked doubts on advertising and budgeting and they described every little thing patiently.
|Ending it with dessert– The Final Ideas
The novice experience of servicing a real-time project will certainly always be cherishable to us. We found out a great deal concerning establishing realistic deadlines and discussing our compensation better.
A note to ourselves,
1 Think bigger
2 Do not presume the audience’s viewpoint
3 Preserve a healthy and balanced work-life balance
4 Problem-solving– everyday
5 Observe and listen more
6 Never surrender and believe the path that’s onward
Thank you a lot for offering this a read. Hope you had an appealing dish!!