fabrica by obscura
Brand Identity
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Art Direction
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Motion
from West to east
"Fabrica" is a dessert brand rooted in the philosophy of its parent company, Obscura, a Michelin-starred restaurant that marries Eastern and Western culinary traditions. Inspired by the concept of a weather vane—a symbol often seen in Western gardens, where the wind traditionally flows from West to East—the brand symbolizes the flow and fusion of Western culinary craftsmanship with Eastern local ingredients, encapsulating the essence of the brand.
The name "Fabrica" is derived from Latin, where it refers to “craft,” “art,” and “skillful production,” aligning perfectly with the brand's dedication to artisanal quality. In Chinese, Fabrica is called "繹匠" (Yì Jiàng), where “繹” conveys “interpretation” and “expression,” highlighting the brand’s role in transforming carefully crafted desserts into delightful experiences for consumers. The combination of these two characters is both meaningful and memorable, ideal for a brand positioned in the premium dessert market.
flexibility and adaptability
The branding concept is inspired by a directional cross—an emblem formed by intersecting lines with an arrow pointing eastward, symbolizing the brand's ethos of bridging East and West. This logo is designed to evoke a sense of movement from left to right, embodying the process of weaving or crafting, much like the art of a skilled artisan.
To address the challenge of seasonal product offerings, the branding system for Fabrica has been designed with flexibility and adaptability in mind. Each seasonal collection of dessert gift boxes will have its own unique campaign visuals. However, the Fabrica brand will anchor these seasonal releases with a consistent set of templates and guidelines. The logo uses neutral, versatile lines and frames to maintain a distinct brand character without imposing a rigid style, allowing it to adapt to the evolving aesthetics of each season.
Fabrica’s Grid System
Inspired by the lines and structure of the Chinese character “匠” (artisan), a custom Fabrica grid system has been developed. This grid, designed with a fusion of minimalist lines and graphic structures, echoes the character’s essence and serves as the foundation of the visual identity, allowing for a harmonious, flexible layout that can incorporate seasonal campaigns while preserving the brand's recognizable aesthetic.
/ About the project
"Fabrica" is an exciting new sub-brand of "Obscura," a Michelin-starred fine dining restaurant in Shanghai renowned for its dedication to culinary excellence. While Obscura is celebrated for its sophisticated dining experiences, Fabrica extends the brand’s passion for quality into the world of dessert products, focusing on premium holiday gift boxes. Inspired by the concept of a weather vane, a symbol traditionally seen in Western gardens and associated with the West-to-East movement of wind, Fabrica embodies the union of Western culinary craftsmanship with Eastern local ingredients. This fusion not only reflects Obscura’s commitment to exceptional artistry but also establishes Fabrica’s unique brand identity.
Fabrica’s visual identity centers around a directional cross logo, composed of minimalist lines with an eastward-facing arrow, evoking both the idea of movement and the intricate process of weaving or crafting, much like the work of a skilled artisan. This branding structure is reinforced by a custom grid system inspired by the structure of the character “匠” (artisan), providing both a cohesive foundation and adaptable flexibility for seasonal collections.
By launching Fabrica, Obscura aims to share its artistry and passion for desserts with a global audience, making high-quality, beautifully presented confections accessible for gift-giving occasions worldwide. Through its refined design language and adaptable framework, Fabrica will create seasonal campaigns that capture the spirit of every new collection while staying true to its timeless identity of bridging East and West.
/ Credits
/ Location
Taipei, Taiwan
