Nisei: (二世, "second generation") is a Japanese language term used in countries in North America and South America to specify the ethnically Japanese children born in the new country to Japanese-born immigrants (who are called Issei).
Restaurant Nisei, founded by David Yoshimura in San Francisco, is the culmination of his Japanese heritage, his American upbringing and his diverse culinary experience working in restaurants all over the world. Yoshimura, a second generation Japanese American, defines his offering as Californian Fine Dining Washoku. Washoku means “harmony of food” and is sometimes referred to as the “home cooking” of Japan. The philosophy of washoku focuses on a set of principles emphasizing balance of color, taste preparations, sense, and finally, respect to food.
The identity for Restaurant Nisei is inspired by family, tradition and seasonality. The mark inherits its shape and graphic quality from Japanese Mon, emblems used to decorate and identify an individual, a family, or (more recently) an institution or business entity. The Restaurant Nisei mark features taro leaves, a nod to the Japanese American Battalion #442/#552 that fought during World War II. Yoshimura’s grandfather served in this decorated battalion, which was represented with a Taro leaf badge. The leaves are laid out in a symmetrical manner, representing the four seasons, which are central to Japanese cuisine and Yoshimura’s mission to serve with the season, highlighting local California ingredients using traditional Japanese cooking methods.
The Restaurant Nisei wordmark is set in Nib Regular by Colophon Type Foundry.
Photography by Tina Y. // @tinastastytravels
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Inspired by traditional fermentation methods, wild foraged mushrooms, and the bounty of Northern California, Shared Cultures creates brilliant, alternative soy sauces, misos, and marinades using the magic of koji fermentation. Started by Eleana Hsu and Kevin Gondo in their San Francisco apartment, In addition to offering online ordering, this venture has rapidly expanded into the restaurant scene as well as appearing on local grocery store shelves with wildly popular offerings and unique local pairings.
Shared Cultures approached me with an interest in creating an identity that reflects their mission to bring their layered backgrounds in food and foraging together and provide unique products that celebrate fermentation and the California landscap. They needed a flexible identity that could extend to their ever-evolving selection of products. Together, we developed a packaging system featuring illustrations that evoke a sense of wonder and whimsy, and are reflective of product ingredients and the places they come from. The Shared Cultures packaging system is versatile, and can evolve to fit with new offerings.
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Every Friday during the Summer season, the Bay Area’s largest mobile food experience brings together a selection of curated culinary vendors, paired with live entertainment, cocktails and splendid bay views.
Each year, Off the Grid at Fort Mason Center grows, innovating cuisine type, mobile hospitality, technology and offerings to create a one-of-a-kind street food experience. As the event evolved, it needed a consistent visual identity and brand system that could extend to functional aspects of the market as well as provide a cohesive experience to the community around the events.
As the lead designer at Off the Grid, I developed the brand identity for OtG: Fort Mason Center in 2017. Inspired by the important role that food plays in bringing people together, I developed a custom wordmark and graphic system that was flexible and multi-faceted. Additionally, I created an illustration style to accompany communication pieces and elevate the storytelling aspect of the brand. I wanted to highlight the integral role that all aspects of this annual gathering play in building community and culture in a digestible and fun manner. The brand identity was extended to event signage, marketing materials, digital platforms, environmental pieces and more to create a unique and inviting experience for all.
Photography by Robin C. Eagan
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Rice, kimchi, pickled daikon, Bulgogi Beef. Koko's Korean Burritos.
All that, and a street artist cat complete this mobile food concept. An entire comic strip was inspired by the idea of representing this food through Korean streeet art, K-Pop music, and tiny adorable animal characters that are ever-present in Korean and Japanese comics.
Koko is a street artist cat that becomes very very hungry while making beautiful art on walls and in alleys. She immediately jumps to action and whips up some kimchi, rice, and an over easy egg to produce the most beautiful Korean burrito you've ever seen.
She lives happily ever after.
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