Katsu Sando is Japanese street food. Therefore, while creating the identity, we were inspired not by the ceremonial traditional Japanese culture, but by the aesthetics of the urban environment of modern Tokyo. The city, that is always on the move and where the incompatible parts (from the point of view of a European) go hand-in-hand.
The basis of Katsu Sando’s corporate identity is a font logo, the lettering of which combines Latin grapheme and hieroglyphic techniques. The logo is flexible and adaptive, and can be adjusted to any medium without loss of recognizability.
We have used phenomena and techniques typical for Japanese visual pop culture, such as manga, language mixing, complex typography, the ubiquitous mascot, and a bold color combination. And created a dynamic, vibrant identity based on them.
Mascot, Katsu Sando brand character, is an evil but charming cat Katsu, who adores sandwiches and does not respect the meaningless rules made up by people. The mascot lives in the interior of the cafe, on the packaging and any other promotional products and gives the brand a more rebellious independent character.
Thus we got bright, even a little crazy (in the best meaning of this word) packaging that gives you the instant pure Japanese vibe.
