The visual identity for Kokoro Kitzen is an exercise in minimalistic design with maximum impact. The look, at first glance, is simple. A two-toned color palette of black and off-white, simple gridded typographic layouts and a monocase font all are standard-issue when trying to achieve the quintessential ‘minimal’ look. In most cases, that trope is enough for me to skip over featuring such a case study, because we’ve all seen it before. What Folklore does differently to break up the visual monotony of minimalism is implement the impactful visual effect of the Japanese art of Gyotaku, which is a stamping technique in which a whole fish is covered with ink, and then paper is rubbed onto the fish, creating an impression of the creature. This inky element, along with a few other illustrations, adds texture and energy to the look. Implementing the fish print in surprising ways (such as coming off from the margins of the page to nip at type on a menu cover) adds a bit of fun flair to identity, taking it from something expected to unexpected.
Kokoro Kitzen Restaurant Branding by Folklore.