A small boutique grocery located in Burgundy, France. They offer Asian ingredients and recipes and also hold regular cooking classes for locals. Their goal is to provide an alternative eating lifestyle through Asian cuisine, particularly through the discovery of the fifth taste sensation: umami.
The objective was to create a logo (and brand) that strayed from the stereotypical style that accompanies many existing Asian grocers—dragons, chopsticks, hokey “fortune cookie” typefaces, and the like. Also, as the client described it, many Asian food stores in the country are seen in a negative light; they are cluttered, unclean, and even unfriendly. The challenge was to design a marque that was clever, minimal, clean, and welcoming. If this was achieved, the marque would align with Umami Shop’s vision: a clean and organized Asian grocery with helpful and friendly staff.
The process began with an audit of Asian ingredients, cooking and eating utensils, and serving wares to find a more unique symbol. Many Asian cultures utilize bowls to serve their foods while Europeans often use plates. Furthermore, many Asian cultures share their dishes while Europeans eat from their individual plates. From this came the concept: a “U” cleverly hidden within a minimalist bowl. The warm orange invokes a friendly flavor. The logo reinforces that Umami Shop is here to “share” knowledge of Asian cuisine. Its minimalist nature and uniqueness says clean, modern, and memorable.