Lemon no ki
HIDAMARI Ltd. / Japan
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DFA Design for Asia Awards 2022 l Silver Award l Communication Design | Identity & Branding
SHARP AND REFRESHING
This brand identity for a lemon cake speciality shop in Tokyo conveys the freshness of locally grown produce and the sharp acidity of a lemon. Lemon tree thorns inspire the prickly visual line work motif used throughout, from the logo to marketing materials. Though simple, the clean thin lines on white pack a visual punch, and the design comes in two palettes: the black on white emphasises form, while the yellow on white brings out the zesty fruitiness of the lemon, which everyone who likes a good lemon cake can identify with. The result is an elegant modern brand identity.
