I created the Hokkaido Ramen brand guide as a way to explore how visual identity can shape the atmosphere of a dining experience. My goal was to design a brand that felt authentic to Japanese culture, while still being approachable and visually engaging for a modern audience.

From chopstick sleeves to menu mockups, I created a set of assets to show how the identity could live in both print and digital spaces. I also built out rules for logo usage, spacing, and type hierarchy to make the brand guide easy to follow and implement consistently.

This project taught me how to strike a balance between cultural homage and modern branding. It challenged me to think holistically about how a brand feels, not just how it looks. Every decision—from type to texture—was made with the customer experience in mind.