Talking about KOI is talking about the evolution over time of a traditional Japanese restaurant that wants to go one step further to form its own healthy fast food restaurant chain.This transformation forces us to analyse the tradition, history, commerce, culture, population, geography, fauna, and flora of a cultural community that wants to create a brand redesign that adapts to the needs of the consumer without losing the value and meaning of its product, the KOI. This concept involves the branding construction process and the creation of product packaging with matte finishes and enveloping details that recall the brand through colours, patterns, and textures from the past and present.
The objectives are clear, KOI wants to project a new dynamic, urban and Instagrammer aesthetic that manages to be remembered as a brand that unites the life of the product from a cultural and therefore symbolic aspect.
