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The Concept
March 2022
The identity for Taberu began with a personal request: to center the brand on the owner’s son. We took this family sentiment and distilled it into a clean, iconic character that captures the joy of a first bite. By housing the illustration within a minimalist "house" silhouette, we created a signature mark that symbolizes both the home-style warmth of the kitchen and the structural precision of the yakitori they serve.
The Integrated System
Logo, Lockups, QR integration
Once the character was finalized, we built a modular system designed to live across every brand touchpoint. We developed a series of adaptive lockups that integrate vertical Japanese typesetting with modern, bold typography. This allowed the brand to transition seamlessly from a digital Instagram grid to high-contrast, tactile packaging—ensuring the "Taberu" boy remains a consistent, recognizable guide through the entire dining experience.
The Perspective
At the Lab, we believe the best branding feels personal but acts professional. For Taberu, the development process was about refining a human likeness into a scalable graphic system. This project showcases our ability to translate a client’s emotional vision into a functional brand architecture—proving that even the most playful characters can support a high-end, cohesive restaurant identity.
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The Process
3.13.2We translated a personal family story into a full-scale visual system, using real-world mockups to bridge the gap between a concept and a finished product. By visualizing the brand across everything from packaging to digital feeds, we gave the owner a clear look at how the identity actually functions in the wild—providing the clarity and visual proof needed to move the project forward with confidence.