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納豆BAR小金庵：トータルブランディング Natto Bar Koganean: Logo, Concept, Name, Total brand design
プロダクト
/ その他
ネーミング、コンセプト、パッケージ、コピー、催事ブース、衣装、ロゴ、など、全て。
クライアントからは、おいしく楽しい納豆を伝えられるデザインという話でしたが、食品においてこの２つのポイントは、当たり前。この2つがまずあって、他に何が面白いのかが重要。
ヒアリングを重ねるうちに、新しく出されるシリーズは、タレ５種類と納豆の粒3種類を、催事場で組み合わせられる仕組みが面白く、売り場に来てみたくなるように、組み合わせるという点に注目。
それはまるで、シャリとネタを組み合わせる、お寿司のみたい！
ここでぴーんと思いついたのが、納豆BARと呼ばれる存在。
主に納豆がカウンターに置かれているから、納豆BARと呼ばれるようだけど、
もっとお寿司屋さんみたいに、大将がいて、最高の納豆の組み合わせを作ってくれる。
そんな粋な納豆BARがあっても、いいんじゃないだろうか？
さらに、卸ではなく、百貨店での催事専門の納豆にされるとのことだったので、より、この大将がいるような売り場の華やかさ、イベント的な面白さが際立ちます。
こうして、
「シャリ」と「ネタ」を組み合わせる、「鮨BAR」のような
「旨い魚」と書く「鮨」のように「旨い豆」と書く納豆BARのロゴが出来上がりました。
I was fortunate enough to do the total design for a line of Natto products including even the naming and the concept. You know, those sticky fermented beans. One of my favorite Japanese food really.
I named this brand is called "Natto BAR Koganean." When the owner told me that she was preparing 15 different flavors of natto when there are normally only 3 to 4 flavors that can be found at supermarkets. She told me that she wanted to offer some entertainment even in the process of choosing natto, so there are three differently sized beans, and 5 different sauces that come with them. And she also told me that she was thinking of selling them only when she can be there to talk to customers.
When I heard that story, I automatically thought of a Sushi bar. At sushi bars, the sushi chef chooses the best rice from the market and customers choose fish at a bar. There is always communication between a customer and the chef.
And another unique fact about sushi is the way we write sushi. There are actually two ways to write it
1 "寿司"
2 "鮨"
The first one is easy to read. It is the regular way, but the second one is not a common way. An interesting thing about the second way is the meaning of each parts of the character. The left half "魚" means fish, and the right half "旨" means delicious. So the second way literally describes sushi.
I used this idea with the logo I made for natto, and created a chinese character for the brand. I literally created a character, so I cannot type this character here, but the left half "豆" means beans, and the right half "旨" means delicious.
Then I encircled beans around this character to make it a logo.
I gave a unique color to each flavor of natto, to make them visually appealing and different like sushi.
Here I present, "Natto BAR Koganean."
クライアントからは、おいしく楽しい納豆を伝えられるデザインという話でしたが、食品においてこの２つのポイントは、当たり前。この2つがまずあって、他に何が面白いのかが重要。
ヒアリングを重ねるうちに、新しく出されるシリーズは、タレ５種類と納豆の粒3種類を、催事場で組み合わせられる仕組みが面白く、売り場に来てみたくなるように、組み合わせるという点に注目。
それはまるで、シャリとネタを組み合わせる、お寿司のみたい！
ここでぴーんと思いついたのが、納豆BARと呼ばれる存在。
主に納豆がカウンターに置かれているから、納豆BARと呼ばれるようだけど、
もっとお寿司屋さんみたいに、大将がいて、最高の納豆の組み合わせを作ってくれる。
そんな粋な納豆BARがあっても、いいんじゃないだろうか？
さらに、卸ではなく、百貨店での催事専門の納豆にされるとのことだったので、より、この大将がいるような売り場の華やかさ、イベント的な面白さが際立ちます。
こうして、
「シャリ」と「ネタ」を組み合わせる、「鮨BAR」のような
「旨い魚」と書く「鮨」のように「旨い豆」と書く納豆BARのロゴが出来上がりました。
I was fortunate enough to do the total design for a line of Natto products including even the naming and the concept. You know, those sticky fermented beans. One of my favorite Japanese food really.
I named this brand is called "Natto BAR Koganean." When the owner told me that she was preparing 15 different flavors of natto when there are normally only 3 to 4 flavors that can be found at supermarkets. She told me that she wanted to offer some entertainment even in the process of choosing natto, so there are three differently sized beans, and 5 different sauces that come with them. And she also told me that she was thinking of selling them only when she can be there to talk to customers.
When I heard that story, I automatically thought of a Sushi bar. At sushi bars, the sushi chef chooses the best rice from the market and customers choose fish at a bar. There is always communication between a customer and the chef.
And another unique fact about sushi is the way we write sushi. There are actually two ways to write it
1 "寿司"
2 "鮨"
The first one is easy to read. It is the regular way, but the second one is not a common way. An interesting thing about the second way is the meaning of each parts of the character. The left half "魚" means fish, and the right half "旨" means delicious. So the second way literally describes sushi.
I used this idea with the logo I made for natto, and created a chinese character for the brand. I literally created a character, so I cannot type this character here, but the left half "豆" means beans, and the right half "旨" means delicious.
Then I encircled beans around this character to make it a logo.
I gave a unique color to each flavor of natto, to make them visually appealing and different like sushi.
Here I present, "Natto BAR Koganean."
