About this Project
30-minute concept challenge | Art Direction Management
SAKE is a fast-casual Japanese restaurant concept developed under time constraints as part of a creative “hat exercise” in my Art Direction Management course.
The prompt: create a fast-casual Japanese restaurant brand named 'SAKE'.
The goal: conceive and articulate a full visual identity in just 30 minutes.
The result is a sleek, modern brand that blends traditional Japanese aesthetics with contemporary fast-casual sensibility. The branding reflects SAKE’s mission—to offer authentic, high-quality Japanese cuisine in an elevated yet approachable way. The brand voice and design are built to attract both quick-service diners and food lovers seeking atmosphere, flavor, and finesse.
The Graphic Standards Manual outlines logo usage, custom typography pairings (Kohinoor Banga and Campaign Serif), visual hierarchy, and adaptable logo variations—including “sticker” designs for to-go orders. Despite the time limit, the concept showcases clear direction, brand consistency, and quick-thinking creative execution.
