Hokkaidon specializes in chirashi (scattered, in Japanese), a type of meal consisting of rice, vegetables and fish thrown together artfully in a bowl. Like most Japanese fish-based restaurants, Hokkaidon’s visual identity leans heavily on oceanic motifs and traditional Japanese art forms. The seigaiha, or wave, pattern here is different than most traditionally Japanese representations of the ocean in that it is not geometrically stylized. Instead, Substance rendered the waves in a natural, undulating rhythm, playfully disrupted by sea creatures and seafaring humans. This disrupts the normally calm feeling that such representations of the ocean bring, instead injecting the element of surprise into patterned touchpoint.
Hokkaidon Japanese Restaurant Branding & Art Direction by Substance.