Ichigo is a Japanese comfort foods cafe with a casual Americana atmosphere situated in Glasgow. Local design studio Everything Will Be Fine (EWBF), led by Kerr Vernon, configured a playful mix-and-match brand identity that ties the conceptual, visual, and experiential elements of the fusion concept together. As EWBF explains in their project overview,
Ichigo offer an expansive range of Japanese comfort foods. Sushi is made fresh daily in-house and can be ordered by the set or by the individual piece — allowing for creative mixing and matching to each individual’s taste. Our brand identity is inspired by the streets of Tokyo, Japanese minimalism and mid-century Americana. Mascots, Ichi and Igo play a central role in defining the visual language with hidden ingredients in their hairstyles.
The typography is neatly composed with moments of verve, putting it in play with the minimalist yet fun illustrations and colors. The wordmark is set in Borough Grotesk Regular, a revival of a 19th-century grot that also recalls the bold sans serif typography of Tokyo signage. The sturdiness of Borough Grotesk contrasts with a dynamically set Cortado, a brush script with mid-century flavor. Monotalic Medium, used for smaller copy, complements the blocky rhythm of Borough Grotesk while incorporating beats of cursive flair. The Japanese typeface used for “美味い” is Hiragino Kaku Gothic W8.
Learn more about the design at Creative Boom.
