Japan Fes is one of the only large-scale Japanese food event organizers based in New York City. It has become a New York foodie favorite in a city saturated with food festivals. With an increasing demand for events and expansion in venues, Japan Fes is looking to update its branding to reflect its mission of not only sharing and promoting Japanese culture but also bringing people together from different cultures in a natural way.
Looking to bridge those who come from different cultures, a simple and universal language is achieved through a vibrant graphic system. The graphics draw inspiration from traditional festivals in Japan, each one designed carefully based on relevant food, objects, activities, and entertainment. The graphics can be played up to work as illustrations or toned down to work as smaller icons, providing much flexibility to the system.
As this is a cultural festival held in New York City, one of the most culturally diverse cities in the world, it was important to highlight the intersection of the two cultures and more. The addition of Japanese to the logo emphasizes the duality of the two languages and cultures, reflected in the pairing of the typefaces that balance boldness and elegance.
The typeface, color palette, and graphic system highlight the vibrant and colorful aspects of both Japan and NYC. Japan Fes is not only a way to celebrate Japanese culture in NYC but also to introduce the culture and its traditions to many who are unfamiliar with them through the shared experience of food, music, and art. To communicate Japan Fes’ mission and goals, the updated branding brings information in a delightful manner to the different touchpoints.