Kanshoku Ramen

Client

Bluebird Group

Deliverables

Brand Identity
Strategic Roadmap
Communications

Corporate Identity

Tasty to the eyes

Restaurants that are renowned are always popular — everyone goes for that coveted Michelin title, that seasoned Japanese chef or that 5-star review. For a new ramen restaurant like Kanshoku, which already have earned quite a sizable amount of following for their light yet savoury broth, they need an added appeal to boost their presence in the Singapore ramen scene — one that feels Japanese, yet contemporary.

Mapping “umami”

A huge part of Japanese cuisine is that elusive “umami” taste — one that goes beyond the regular categorisation of taste, a sophisticated mix of savoury flavours. This inexplicable sensation was the inspiration behind the visual identity of Kanshoku Ramen. Charting the intensity of tastes and flavours through graphic elements — in an intense shade of blue that’s evidently found in indigo-dyeing in Japanese culture and “norens” of various Japanese restaurants.

The idea of “nests” came about while looking at Bluebird’s existing logo. A lozenge-shape that encapsulates the mythical bird inside it. Thinking of nest as a weave, joining some of the world’s most diverse cultures together — that in itself is Indonesia, and Bluebird. The derivative visual identity seeks to illustrate such a narrative.

Contemporary Japanese

The derivative visual identity, is a contemporary brand identity that looks visually exciting, yet rooted in very traditional Japanese visual culture — the indigo colours and the conscious decision to include hiragana characters in the logomark.

Looking like now

The derivative visual identity is vibrant and current, looking to speak to a younger audience that’s increasingly reliant on technology. The colourful visual identity stands out amongst competitors while retaining the familiar blue that Bluebird owns.

Awesome Branding

In a word, the whale was seized and sold, and his Grace the Duke of Wellington received the money. Thinking that viewedin some particular lights, the case might by a bare possibility in some small degree be deemed, under the circumstances, a rather hard one, an honest clergyman of the town addressed a note to his Grace, begging him to take the caseof those unfortunate mariners.

Awesome Branding

In a word, the whale was seized and sold, and his Grace the Duke of Wellington received the money. Thinking that viewedin some particular lights, the case might by a bare possibility in some small degree be deemed, under the circumstances, a rather hard one, an honest clergyman of the town addressed a note to his Grace, begging him to take the caseof those unfortunate mariners.

05. Info

Typography is the origin of language and of human communication. Moreover typography is the fundament of our culture, of ourselves. Only through language we as the human race could evolve.

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