Photoshop, Illustrator, InDesign
Role
Skills
Branding, Market Research, Packaging, Product Research, Typography, Illustration
Graphic Designer
Timeline
8 Weeks, Fall 2022
Tools
Sato is a Japanese restaurant brand dedicated to offering customers sustainable, affordable, and delicious high-quality Japanese cuisine. The brand is committed to making a positive environmental impact through sustainable business practices in its food production and packaging processes.
The natural and inviting koi imagery used in Sato's branding reflects its sincere promise to both customers and the environment. The red-orange Pantone color palette embodies the warm enthusiasm Sato brings to its practices and creates an optimistic atmosphere. By combining a clean, modern sans-serif typeface with a more traditional serif typeface, Sato conveys its straightforward approach while upholding standards.
Sato
B-Corp Branding Project
Process & Experience
The core of this project was centered on establishing a business focused on social good. Competitor analysis of restaurants and research on packaging products were essential considerations throughout the process. While working on the visual and packaging design, I consistently kept in mind the visual adjectives I had initially defined: natural, inviting, and clean. Given that sustainability is a central aspect of Sato’s identity, I aimed to integrate it into every facet of the brand, from visual design to packaging materials.
Learnings & Outcomes
My experience with Sato marked my first extensive involvement in a branding project. I learned that research and logo creation are fundamental components of a brand's personality and visual identity, guiding its overall direction and design. This project also allowed me to conduct product research on physical materials and represent the brand on social media.
Additionally, I gained valuable skills in collaborating within a team environment that included diverse personalities and work styles. I learned the importance of communicating clearly and effectively with non-designers in a design context. A key takeaway was understanding how to empathize with future users and consider how they would interpret, understand, and respond to the design and its informational content.
