Koi featured image
01
Context

Koi

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Koi logoKoi food
02
LOGO

The Big Fish

A logo was derived from the desire to incorporate modularity into the brand. The mark is to be iconic, self-standing, meaningful and robust.

It is a combination of elements that tells a story: a journey of an elegant koi fish finding its way to its next meal.

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03
Elements

Symbolism

Red is symbolic in Asian/Japanese culture and denotes the core historical values of strength, passion, self-sacrifice and humanity. In Japanese cuisine, the bento box is often packaged and presented in a black/dark container with a red inner lining. Adoption of this theme in the website style further strengthens the brand’s ties to its Asian heritage.

Koi symbol - lotusKoi symbol - flowerKoi symbol - flower 2

As a secondary element, the floral pattern is made up of symbols known as “mon” – crests used to identify prominent clans and familial relationships throughout ancient Japanese history and can still be seen in use today in some households and businesses.

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