SHUN - an Identity Shaped by Seasonality
Role
Brand Design & Art Direction
Timeline
May 2026 - Jun 2026
Project
Self-initiated
Overview
SHUN is a self-initiated identity for a contemporary Japanese restaurant built around seasonality. The system pairs a consistent core identity with changing colour, imagery, and graphic expressions inspired by ingredients at their peak.
Challenge
Seasonality is central to SHUN, but simply saying that the ingredients are fresh was not enough. I wanted the identity itself to change with what was being served, while keeping enough consistency for the brand to remain recognizable.
Solution
I built the seasonal system from the ingredients themselves. I looked at the natural colour, grain, and texture revealed through preparation, then translated those qualities into each seasonal palette and the Sujime pattern system.
The wordmark, typography, and core structure stay consistent, while colour, pattern, and imagery shift with the featured ingredient.
Visual system
I developed Sujime as a changing graphic layer within SHUN’s seasonal system. Starting from the visible pattern and texture of each ingredient, I simplified those forms into patterns that could give every seasonal expression its own character.
The pattern changes with the ingredient, while the core identity stays consistent. I kept Sujime subtle across dining touchpoints and used it more expressively in campaign and social applications.
