Yasai

A self-directed branding exercise for vegetarian take-away restaurant, Yasai—named after the Japanese word for vegetables.

—packaging design
—brand identity
—copywriting

The overall feel of the visual language draws inspiration from both Japanese visual culture and the essential attributes of the vegetable—understated and earthy, yet offering the body whole some energy.

The type-focused, minimal layouting is understated; The almond brown is earthy.

The dynamism of the shapes, based on the Japanese characters that make up the word ‘yasai’,and the electricity of the cyan blue represent the vegetable’s energy.