Fat Cow is a specialty beef restaurant employing the Japanese way of meat selection, preparation, and presentation.
We were tasked by the client to design their brand and identity collateral.
We drew inspiration largely from the Japanese aesthetic Wabi Sabi, with traits that include simplicity, economy, austerity, modesty, and the appreciation of the ingenuous integrity of natural objects and processes. We used wood as the primary platform of this brand communication, as the non-uniformity and texture suggests the Wabi Sabi beauty of imperfection. The mark and the searing on the wood are also reminiscent of the branding of cattle.