Hugh okashi bar
Brand Identity
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Art Direction
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Packaging
okashi bar
HUGH Okashi Bar is a new brand that evolved from the HUGH Dessert Bar. It retains the original concept of pairing desserts with dessert wine while introducing a fresh approach by merging traditional Japanese desserts with a modern twist.
HUGH Okashi Bar offers Japanese-Chinese style small bites, as well as pre-order gift boxes. The dine-in experience includes desserts paired with dessert wine. The restaurant design incorporates curved lines, applied to furniture, lighting, and interior decor. Both the branding and interior design consistently blend traditional Japanese natural aesthetics with modern style.
seasonal Gift box
HUGH Okashi Bar offers Japanese-Chinese inspired small bites and pre-order gift boxes. The menu changes with the seasons, featuring limited-edition desserts made with fresh, seasonal ingredients. For the packaging design, I incorporated traditional Japanese patterns and developed a system that reflects the four seasons and festive celebrations, each with its own unique color palette while remaining within the brand’s identity.
The packaging design concept is inspired by the elegance of wrapping paper, with designs that change each season and for special occasions, ensuring no design is ever repeated.
/ About the project
The HUGH Okashi Bar rebranding project bridges tradition and modernity, creating a unique identity that reflects the harmony of Japanese and Chinese influences. By combining traditional Japanese patterns with contemporary design elements, the brand delivers a cohesive experience that extends from its packaging to its interior design. The seasonal and festive packaging system adds a dynamic, ever-evolving element to the brand, ensuring freshness and exclusivity in every detail.
This project not only revitalizes the essence of the original HUGH Dessert Bar but also introduces a bold new concept that celebrates cultural heritage while embracing modern aesthetics. The result is a brand that feels timeless yet innovative, offering a memorable experience for customers through every bite, sip, and visual touchpoint.
/ Credits
/ Location
Taipei, Taiwan
/ Links
