Brand identity design for a rice cracker company in Japan.

Takasago is a Japanese rice cracker company. They make high quality crackers.
During the first meeting with Mr. Orihara, the CEO of Takasago, he said: “Crackers are always with people. When they are happy, sad, angry, when they are having fun.” So I chose to express all theses emotions in the logo. Hence, I designed “高” (the first letter of the company’s name in Japanese) as a human face. By changing the shape of the mouth, it can express every emotion.

Takasago est un enterprise japonais du Senbei (biscuit salé du riz ) . Quand j’ai fait le première reunion avec M. Orihara, le PDG de Takasago, il m’a dit que des senbeis sont toujours avec les gens comme quand ils sont heureux, tristes, en colère, et ils s’amusent. J’ai donc décidé d’exprimer toutes ces émotions dans le logo. Par conséquent, j’ai créé “高” (la première lettre du nom de Takasago en japonais) comme un visage humain. En changeant la forme de la bouche, il peut exprimer toutes les émotions.


Inspitation -Japanese traditional pattern-
It’s the pattern of Matsu -pine trees-. In Japan, Matsu represents the highest class.
Inspiration -能 Noh-
In Noh, they use Noh masks which express many feelings. And Takasago is a name of a play of Noh.
Takasago is written 高砂 in kanji

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