ELAB

Client : Tokyo, Japon
Moi-même : Toronto, Californie

2023 - 2024

Graphiste

J'ai travaillé sur le développement de l'identité de la marque (à l'exclusion du logo, avec une sélection partielle de polices), y compris les directives de la marque, la conception de l'emballage (étiquettes d'Onigiri et de plats d'accompagnement), la contribution au concept intérieur avec l'esthétique japonaise, la conception des panneaux d'affichage et le matériel de marketing en magasin, avec des responsabilités continues pour les menus, les affiches et la conception Web.

Livre de marque

- Customers perceive eco-minimal cafes as interchangeable.
- Lack of narrative: sustainability is abstract rather than tangible.
- Circular living concept is unique but under-communicated.
- Without stronger differentiation, ELAB risks losing repeat customers to cafes with stronger storytelling presence.

- Visual Identity: Move beyond generic eco-palettes by introducing unexpected, energetic tones that bring playfulness and joy to the brand. This helps ELAB feel approachable and memorable, rather than blending into the sea of beige eco-cafes.
- Packaging & In-store Materials: Incorporate mini-stories about ingredient origins, the purpose of the circular cafe, and upcoming workshops. This positions ELAB as a community-driven place.
- Social Media: Build a recognizable “visual rhythm” across posts (templates, colors, type hierarchy), so customers instantly know it’s ELAB in their feed.
- Merchandise: “Everyday Sustainability” design branded items that extend the cafe’s values into daily life.

ELAB’s merchandise was designed as everyday companions:
- Cacao Husk Cans: Reusable and useful
- Branded Patch: Meaningfully personalized
- Branded Cap: Functional & community-driven
Together, they embody the idea of “Everyday Sustainability”, proving that caring for the planet can also mean cherishing small joys in a normal day.