Home For The Creatures Of The Dark

CLIENT

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Fukuro

Black Sheep Restaruarnt Group

 

INDUSTRY

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Gastronomy, Hospitality

 

SERVICES

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Brand Concept, Brand Identity, Signage Design, Mascot Design, Creative Direction, Collaterals Development, Print & Digital Production

PROJECT DESCRIPTION

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Fukuro is a spirited Izakaya that pays homage to the energetic Tokyo watering holes where work-weary salarymen go to eat, drink and escape real life, even if just for the evening. Located in  Soho, Hong Kong, a vibrant yet cosy destination where authentic Japanese dishes are fully honoured, infamous sakes are served and lovely conversations are made. The Identity draws inspiration from the eclectic nights of Tokyo to vintage Japanese matchbox designs. Creating an unique aesthetic which allows the identity to adapt itself more dynamically and consistently across different collaterals. With a touch of indigo, it also welcomes the traditional aspect of Japan in mystical tones of blue. Completed whilst at Substance, under the creative direction of Maxime Dautresme. Team of four with me as lead brand designer.

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Inception

This piece of academic writing started with my interest in the use of artificial intelligence in various industries. The vast going development in AI technology has surfaced on most media outlets and it made me wonder what it's impact will be on creative industries, asking questions such as 'can robots display human level intelligence? 'Will they replace the job of advertisers and designers?' 'Are they creative?’ While my research still proves that AI's maturity in advertising is very low, I decided to create my essay in a form of a magazine to document an on-going debate that tackles the uncertainty of job securities, future of user media consumption and potential futures for advertising agencies using AI.

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Design

Fukuro embodies a mystical ambience, whilst exuding a warmth that sparks spirited interactions between visitors. As a messenger of the night and a protector from hardship in Japanese symbolism, the owl icon manifests the outlet’s identity. The unique brand mark allows visitors to participate in the hidden cues set in the space and collaterals, showcasing different owls shapes which represents the different messengers and visitors in the space. The profusion of wood crafted by simple carpentry oozes an intimate and relaxed atmosphere for visitors to indulge in a spin on a quintessential Japanese experience. 

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