Brand Design

Tokyo Sa Shi Su Se So

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Echoing the Japanese wordplay “Sa-Shi-Su-Se-So”, which is used in Japan as a mnemonic to remember the five basic seasonings in Japanese cuisine, this packaging concept is an expression of established values and customs. The logo is composed of traditional and symbolic forms, taking inspiration from the cherry blossom that symbolises the city of Tokyo, as well as emblems historically used by merchant families. Integrating simple colours, the five seasonings come together as petals that form a cherry blossom, expressing their Tokyo origins.

  • Client:
    Food Relation Co., Ltd., Tokyo
  • Design:
    Aizawa Office, Yokohama
  • Art Direction/Graphic Design:
    Yukihiko Aizawa
  • Photography:
    Yuko Fukui, Tokyo
  • Printing:
    Ohshika Printing Co., Ltd., Gifu