Hapa Umi
Identity, Communication Design, Environmental Design, Advertising, Website
WHERE
A couple years ago we helped our favourite Izakaya, a Japanese tapas-like restaurant called Hapa Izakaya, rebuild their online presence with a new website. The ensuing years saw more expansion to other locations, and to launch their new, upscale Japanese restaurant, they came back to us.
IDEAS
Unsure if the new concept should be an extension of the existing brand, or break entirely free from it, the client needed our objective opinion to move forward, and the clock was ticking on opening day. Ultimately, though the concept was to be more a sophisticated dining experience with a different targeted clientele, we felt that the Hapa Umi brand should leverage the tremendous equity they already enjoy with the Hapa Izakaya brand.
Working from that foundation, we took original Japanese artwork for a new, more refined Umi ‘chop’ and combined it with new typography based on the Hapa Izakaya wordmark. The predominantly white on black colour scheme was retained along with the addition of grey.
Research on fine dining revealed a tendency to showcase food rather than environments. Photography for Hapa Umi would follow this model, while for the more casual Izakayas, we would initiate a transition to people and environments to create a greater distinction between the two concepts.
WORK
Once the logo and wordmarks were finalized, we directed menu design and creation, signage and print collateral requirements on a rather tight timeline. The somewhat challenging location in the core business and tourist area downtown means visibility for walk-by traffic is essential. Through on-site assessment, negotiation with the landlord, and close collaboration with the sign vendor we have been able to maximize exposure and retain this brand extension throughout the project. A new website was also designed and built to capture online visits in advance of the opening, and a new more extensive site is planned for a later date.
As predicted based on the success of the current restaurants, Hapa Umi opened on time to large crowds and has not disappointed even the toughest critics.
“We would highly recommend the team at Industrial Brand for any of your branding or website needs. The people at IB are intensely passionate about what they do and it shows in their work. While passion is important, know how and skill are equally important factors that contribute to the finished product. With IB, we feel that this combination gives their clients not only great value but also excellent results. Would we work with IB again? Absolutely!” – Justin and Lea Ault, Proprietors, Hapa Izakaya and Hapa Umi
