C A T E G O R Y / PA C K A G I N G , I D E N T I T Y
T I T L E / AK EBONO F ISH M AR K ET
MORE THAN SUSHI O B J E C T I V E / Delicatessens sell a wide rage of products including
meats, oils, condiments, spices and prepared food. This project was about making a new deli and designing an identity system for it. We considered all the genres of products and materials to have an appropriate style for the new company.
B R I E F / My idea was to create modern Japanese f ish market in Tokyo
called Akebono, and expanded its services to a multiple products deli store. Akebono means dawn in Japanese so the concept behind the brand is a new dawn for Japan. Akebono believes that food not only satisf ies the stomach but also the mind. Its vision is to become a worldwide brand by celebrating Japanese culture so Akebono can help the world discover the treasure of Japanese culture. A P P R O A C H / In order to broaden its market to the West, it is neces-
sary to create a new image of Akebono which reaches the balance of the modern and traditional Japanese style. I made the decision to combine a circle and a f ish as the symbol for this company, especially integrating that with red, borrowing from the iconic f lag of Japan. This new identity can promote Akebono into an international brand.