& Identity
The brand guidelines included the choice of three colours; off white, pink and blue. The colours are informed by research into existing branding that conveys affordability and Japanese pop art.
The two fonts, one for titles and one for body text, were informed by the fact that they have a digital, modern aesthetic which is appropriate for the identity that we are aiming for.
Logo & Name
We decided to rename the restaurant as the existing name was shared with a Japanese restaurant in London that is completly unrelated. The one in London also looks a lot more appealing than the one we chose and so we wanted to avoid them being compared.
The name 'Nama' means raw in Japanese, this word was appropriate for a couple of reasons. One being that a lot of the food they serve is served raw. The more important reason is that it relates to the concept behind the rebrand. The concept is based on the idiom of
'Substance over Style'
By this we mean that the restaurant is not trying to be top standard and does not require luxury rebranding and excessive money and effort spent on the restaurant and bran. Instead, the customers come simply for the tasty, authentic, affordable food.
Icons & Pattern
As a consistent aesthetic throughout the branding, we decided to draw icons depicting the food ingredients served as well as other miscellaneous objects. The icons were drawn in the bright blue colour chosen as one of the brand colours. The icons aimed to be playful and approachable.
The pattern below features all three of the brand colours. This may be used on things like the menu and website.
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