RICE-BOWL SAN
FUSION DONBURI
I created the visual identity for a fusion Donburi outlet, Rice-Bowl San. The brief was to create a brand image that is cheerful, warm and approachable.
Client: LUXE SG HOLDINGS
Industry: Food & Beverage
ABOUT THE LOGO
CHEERFUL • WELCOMING • HOMELY
The visage of a kindly street hawker wearing a bandana portrays Rice-bowl San as friendly and warm, like elders welcoming home their family members for a meal.
Rounded sans-serif typefaces
• Clean, friendly and cheerful
• Japanese/Chinese languages emphasises the culinary influences in the dishes
• English is included for wider comprehension
COLOUR PALETTE
YELLOW
• Warmth, enthusiasm and energy
BLACK AND WHITE
• Strong contrast with yellow and the grey textures
• Keeping the palette to a single accent colour for a coherent brand image
LOGO VARIATION
The secondary logo is on the right.
circular yellow shapE
• The brush stroke edges adds a touch of the artisan to the logo.
TYPOGRAPHY
MYOUNGHEI HKS
• A sans-serif with broad, round letters.
• Used for header texts in English.
DF FANG YUAN
• A rounded sans-serif with a friendly and approachable mood.
• For Chinese and Japanese header texts.
POPPINS
• Geometric sans serif typeface, for body copy for its legibility at smaller sizes.
• Used for header texts in English as a 2nd choice.
ZHSCNMT-GBK:
• Sans-serif with a unique angular style and legibility at smaller sizes. and
• Strong contrast with the roundedness of the other typefaces.
• For header texts in Chinese as a 2nd choice.
ACCOMPANYING GRAPHICS
YELLOW BLOBS
• Organic and wavy shape and yellow colour communicates warmth and friendliness
• The fluidity of the blob shape generates infinite irregular layouts by shaping the negative space according to its curves
grey textured background
• Resembles concrete walls present in zen and minimalist styles of Japanese architecture
• Chosen for its quieter, minimalistic associations that strongly contrasts with yellow
MENU DESIGN - for PRINT AND SIGNAGE
ICON ILLUSTRATIONS
IN-APP BANNERS & SOCIAL MEDIA DESIGN
SIGNAGE DESIGN FOR SHOPFRONT
BUZZER AND QR CODE MENU STICKERS
PULL-UP BANNER