Misshumasshu

Daniel Carlsten on 02/04/2020

We wanted the identity to feel as eclectic as the place itself, yet with a very coherent framework that could work for all parts of the place (bar, restaurant, take away). There's a kind of international Japanese look that were popular in the 1970s and 80s, in which Helvetica often was used together with psychedelic graphics and op-art. We made the logo in Helvetica, in two versions (one horizontal and one vertical) for coherence. Then everything else was fun and games. We knew early on that we wanted to use a lot of neon lights for that urban Japanese feel. The color red is essential in both Swedish and Japanese culture, and the use of off the shelf packaging; stuff that you can find anywhere in the world, is something that feels very urban to me. The take away lunch box was custom made though, referencing a Happy Meal as well as a bento. I also had the pleasure of working with two of my my favorite illustrators, Yu Nagaba and Emi Ueoka, to make collectable drink coasters.