Japshack: Crisp cravings on the first glance

Developing your tempura craving...

The client was interested to create a food brand serving quick and affordable crispy tempura meals to people who are watching their wallets on CBDs all over the metro. The challenge was to create a logo and branding system which holds as an effective mark to those who are exposed to it. Being a food aficionado, the client would count the details as he wants the mark to look crisp on the first glance.

Creative Handle

It was up to me to create the direction as long as it was in-line with the product and brings a compelling message to customers. Initial thumbnail sketches narrowed down 3 possible messages to communicate

• Accessibility - To catch Attention and Introduce speed in service visually
• Good Value for Food - To create craving value which cuts through food decision-making processes before or during mealtime.
• Affordability - To kill the stigma of expensive food though brand friendliness, therefore introducing the product easilly.

The logo candidate shows texture reminiscent of a crunchy tempura served hot off the fryer. This was the key visual element used to let people remember the appetising food which is the brand’s specialty. A limited color scheme keeps the message clear as fresh rice bowl meals served with crisp rolls of tempura await those who seek it. The logo was approved and celebrated today.