ABOUT

Create logo/ packaging label for JJFEA.
The traditional Japanese fish preparation process of Ikejime was my immediate creative inspiration, specifically how I could communicate it visually. The kanji characters overlaid on the fish represent the precision of the blood-letting process, while resonating directly with the brand story: ‘We simply reveal what lies within’.
The fish illustrations are original hand-drawn works, rendered in an antique natural history engraving style, a deliberate nod to the centuries-old traditions behind Ikejime.
Italic type on the English fish names echoes scientific labelling from that same era.
The wave patterns draw on the work of Japanese artist Mori Yuzan, whose exquisite designs are preserved in public domain archives. The circular text panels reference a form common in traditional Japanese art and the national flag.