Project: Umai
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 carries through the entire identity. This playfulness is balanced with clean, minimalist typography, creating a sense of clarity and refinement.
The logotype takes inspiration from traditional Japanese woodblock prints, anchoring the brand in cultural heritage.
The logotype takes inspiration from traditional Japanese woodblock prints, anchoring the brand in cultural heritage.
Each flavor is color-coded, with a bold noodle bowl illustration at the center of the packaging, making the products both striking on the shelf and easy to navigate.
What began as a brief from a Japanese restaurant with ambitions to launch its own line of sauces grew into a personal design project that I developed independently. The concept spans both name development and a complete visual identity.
What began as a brief from a Japanese restaurant with ambitions to launch its own line of sauces grew into a personal design project that I developed independently. The concept spans both name development and a complete visual identity.
Role: Concept & Design