Design studyAn imagined Japanese seafood delivery
Sea
to table.
00The project
- Kind
- Studio design study, no client
- Brief
- An imagined Japanese seafood delivery service
- Year
- 2023
TANAKA. is a design study the studio made in 2023, without a client: an identity for an imagined Japanese seafood delivery service. The whole idea fits in one picture — the name riding on the water. Three blue waves carry red capitals, and a fourth wave, drawn in paper colour, cuts the foot off every letter, so the name sits half in the sea.
- Wordmark
- Colour
- Wave and seigaiha patterns
- Campaign layouts: banner, square, poster
- Delivery panel
01The mark
The first wave
cuts the letters.
Heavy geometric capitals, a full stop, and four waves of one stroke and one wavelength beneath. The first wave is drawn in paper colour and bites the foot off every letter, so the name doesn’t sit on the water — it sinks into it. The other three are blue. No fish, no boat, and still it could only be about the sea.
- 1The paper wave: cuts the letters’ feet; same stroke and wavelength as the three below.
- 2Three blue waves: evenly spaced, cut square at both ends, like a strip taken from the sea.
- 3The full stop: the name ends there, like a signature.
02Colour and versions
Red letters,
blue water.
Two inks and a paper. The red runs warm against a cold blue; the paper is a rice cream rather than white, so the campaign pages feel printed. The fascia carries full colour on white. Where one colour has to do — a stamp, a delivery sleeve — the whole mark turns slate on pale grey.
- Red#D13F34
RGB 209 63 52 - Blue#0019AF
RGB 0 25 175 - Paper#FBF8F0
RGB 251 248 240 - Slate#394248
RGB 57 66 72
03Patterns
Two kinds of sea,
one name.
The campaign pages lay the mark on a field of fine waves — the curve from the mark, repeated pale until it reads as the grain of the paper. The delivery panel borrows seigaiha, the overlapping waves of Japanese textiles, in slate: the quieter, older voice of the same brand.
04Campaign
One line:
Sea to table.
The 2023 artboards carry one line, Sea to table, across web banners, square posts and a poster. They were built around stock fish photographs and engravings. Re-set here, they keep only what the studio drew — the mark, the waves and the line — and hand the space the fish took to the paper and the line.