MAROG創意機構 | "武士魚"

設計 02-10

DESIGN CONCEPT

在亞美尼亞首都埃里溫的日本料理是基於日本武士的理念，他們為顧客提供日本料理中最新鮮的壽司和其他美味佳肴。

The branding of Samurai Japanese Cuisine in Yerevan is based on the brand concept of samurai fish characters ready to scarify themselves to serve the customers the freshest sushi and other delicious food from Japanese cuisine.

「我們的目標是創造一個全新的品牌形象，吸引新顧客，尤其是年輕人和意見領袖，帶給他們出乎意料的驚喜。」

"Our objective was to create a new brand identity that would attract new customers, especially young people and opinion leaders who might be shocked by the identity. "

該團隊提出了一種「武士魚」的概念，來滿足他們的上帝，即他們的顧客。這種不同尋常的日本料理啟發了設計師們創造了四個自我犧牲的動漫形象;金槍魚，蝦，章魚和海螺。

The team came up with the idea of samurai fish who commit hara-kiri to satisfy their Emperors, i.e. their customers. This unusual Japanese ritual and the peculiarities of Japanese cuisine inspired the designers to create four characters of self-sacrificing fishes; TUNA, SHRIMP, OCTOPUS and the CONGER.

對品牌的標誌給出了簡單的排版方案。拉丁字體與日本書法融合起來創造直接的視覺聯繫，傳遞日本韻味。藍色被選為品牌標識的主要顏色，主要是為了傳達這樣一種觀點:這裡的魚是新鮮的和有機的。黑色和灰色是為了強調品牌的優質和價格。

A simple typographic solution has been given to the logotype of the brand. A Latin font was stylized to create a visual connection with Japanese calligraphy and to pass on a taste of Japan. Blue has been chosen as the dominant color for the brand identity mostly to convey the idea that here the fish is fresh and organic. The dark colors black and grey are to emphasize the premium quality and price aspect of the brand.

在情感上與顧客溝通，創造了自我犧牲的魚的故事。

To emotionally connect with the visitors and communicate the message of self-sacrificing fishes we created stories; the philosophical thoughts of the master fishes.

這些概念也被翻譯成日語，加上人物的插圖出現在餐廳的牆上。

These philosophical thoughts were also translated into Japanese language and together with the characters』 illustrations found their special spots in the form of canvases on the walls of the restaurant.

在日本的料理中也有一個茶室，由日本藝術家北齋的著名版畫《神奈川的大浪》創作了一幅精美的插圖。同樣的例子也被用來製作茶葉容器的包裝設計，放在茶室里。

There is also a tearoom in the Samurai Japanese Cuisine used for tea ceremonies for which the team of designers created a beautiful illustration inspired by the famous print 「The Great Wave off Kanagawa」 by the Japanese artist Hokusai. The same illustration was used to create a packaging design of tea containers to be placed in the tearoom.

作為壽司的粉絲，團隊深知用獨特的產品包裝給顧客留下深刻印象的重要性。因此，他們設計了一個特別的外賣盒，裡面有壽司卷、筷子、芥末、大蒜和醬油——這是壽司愛好者的天堂。菜單和名片的印刷運用魚鱗片作為品牌標識的另一個設計元素。

Being unbelievable fans of sushi, our team knew the importance of impressing customers with unique product packaging. So they designed a special delivery box that contains sushi and rolls, chopsticks, wasabi, gari and soy sauce – a true paradise for sushi lovers. On other printed materials such as the menu or the business card a fish squama has been used as another design element of the brands visual identity.