Koi
¦m…çâzW\jÇś˘{^Ć
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.
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.
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.
