Company’s background: Fish Wing is a Japanese seafood restaurant founded back in 2006 in New York City. The restaurant is well-known for its wide variety of grilled and raw seafood dishes. From Hibachi Shrimp to Maguro Nigiri Sushi, Fish Wing offers fresh and delicious dishes with authentic and tasty sauces. After a successful first launch, Fish Wing became one of the leading seafood restaurant in New York City, which leads to an expansion to California and West Dublin in 2019.

With three locations and a new development in product marketing, the company attempts to continue giving the best Japanese seafood
experience locally and all over the world. Along with appealing to a wider audience, the company wanted to refine its brand.

Logo challenge: The task was to add personality to the brand by creating a new identity that reflects the Japanese culture in a contemporary way. The logo concept was inspired from the brand’s name. I tried to simplify the logomark by gathering several symbols together in a minimalistic style.

Colour palette: The colour red is associated with emotion and passion. The main use of this color is to attract attention and stimulate the feeling of hunger. The red tone represents the japanese flag as well. The dark grey tone is commonly used to portray simplicity and sophistication. The combination of these two colors was inspired by the hosomaki roll ( seaweed wrapping nori outside, and sushi rice and salmon inside).

Typography: The typeface was chosen as a reference to the Japanese calligraphy but in minimalistic way.