Strategic Design 2

For this project, I developed Kemuri, an exclusive craft beer brand in Tokyo, Japan, targeting high-income earners. The brand focuses on premium, locally sourced ingredients and sleek, handcrafted packaging. My process began with brainstorming and sketching logo concepts based on Japanese symbolism, but after tutor feedback, I refined the design to better reflect the meaning of Kemuri (smoke).

Black background with a gray dollar symbol ($) in the center.

New Logo

The new logo is simple and clean yet still convey the feeling of Kemuri brewery.

Stylized graphic with Japanese characters and a minimalist depiction of a hat or headwear. The background is black with white and brown elements.

Old Logo

A diagram illustrating the effects of stress on the body, highlighting how stress can trigger the fight or flight response and impact health.

New Name Logo

The name logo has three iterations: plain, smoke, and glow.

The image features stylized text reading 'LAVENDER' vertically in white and Chinese characters in brown below an orange line on a black background.

Old Name Logo