Case Study: KOISI. Packaging Design for Japanese Restaurant

This case study presents one more graphic design project in the sphere of food branding, and it’s filled with the dainty elegance and grace of the Japanese culture of cooking and eating loved all over the world. Today, we would like to unveil the creative outcome of the story about marketing design and packaging for the Japanese restaurant with takeaway service.

The project was accomplished by tubik designers Arthur Avakyan and Yaroslava Yatsuba, with art direction by Sergii Valiukh.

The design process consisted of the following creative stages:

idea and design approach
creating a consistent set of theme illustrations and graphic elements for the restaurant’s identity
packaging design system for sushi and associated stuff
design for the marketing visuals and branded items that would help to strengthen and enhance the restaurant’s recognizability and brand awareness

So, the team started from the generation of the style approach and, based on that, developed a set of illustrations that would be integrated into all the branded visual communication. The contrastive line artworks performed in a limited color palette feature animalistic elements, setting the connection to the Japanese culture and food graphics setting the main theme. The typographic part uses neat and thin, san-serif fonts and plays well with the illustration style.

At the next stage, the illustrations were integrated into graphic design for different types of branded packaging for sushi, soba, and associated stuff like sauces, chopsticks, and even drinks such as tea or sake.

Soba packaging

Big sushi box design

Tea packaging

Sake bottle label design

Chopsticks packaging

The next stage was about working on various branded items, setting brand communication, increasing recognizability and memorability, and creating visual touchpoints to the brand in different scenarios. Take a look at some of them.