Project: UMAI – Japanese Sauce and Seasoning
Personal branding and packaging design project
Role: Concept Developer & Designer
Umai means “tasty” or “delicious” in Japanese, and the name also plays on its phonetic similarity to umami — the essential savory taste in Japanese cuisine. Paired with the playful phrase Umai God, the brand strikes a quirky and memorable tone that runs through the entire identity. This playfulness is balanced with structured, minimalist typography to create a sense of clarity and refinement.
The logotype draws inspiration from traditional Japanese woodblock prints, anchoring the brand in cultural heritage. Each flavor is color-coded, with a bold noodle bowl illustration taking center stage across packaging — making the product both eye-catching and easy to navigate on the shelf.
What began as a client brief from a Japanese restaurant with ambitions to launch their line of sauces evolved into a personal design project, which I completed independently. The concept includes both name development and full visual identity design.
The logotype draws inspiration from traditional Japanese woodblock prints, anchoring the brand in cultural heritage. Each flavor is color-coded, with a bold noodle bowl illustration taking center stage across packaging — making the product both eye-catching and easy to navigate on the shelf.
What began as a client brief from a Japanese restaurant with ambitions to launch their line of sauces evolved into a personal design project, which I completed independently. The concept includes both name development and full visual identity design.
