YOSHOKUIndustry: Luxury Food & BeverageNew York, NY
East meets West at Waldorf Astoria New York’s japanese concept, Yoshoku. Set against the masterful craftsmanship of Louis Regal’s 1931 ‘Wheel of Life’ mosaic, Yoshoku’s brand identity plays on the Japanese philosophy of circularity. The logo and identity features symbols of metamorphosis, such as butterfly wing imprints, menus that unsold like a story, old Japanese Wagashi illustrations featuring spirals and matte semi-transparent paper that nods to discovery. Poetic, playful, and enduring—a brand identity that evokes taste, texture, color, and memory.
Brand Strategy
Brand Narrative
Brand Development
Creative Direction
Visual Identity
Collateral Development