Brand Identity Design for KOI

KOI is a fictional Japanese streetfood bar concept built to resonate with a young, urban audience. The project explores how a brand can feel personal, bold, and emotionally expressive — through both identity and experience.

The goal was to create a brand that adapts to different moods and moments — whether it’s late-night cravings or party vibes. The tone is playful yet direct, using short emotional copy and AI-generated imagery to immerse the audience in KOI’s world.

The identity blends raw street aesthetics with soft emotional triggers — expressive typography, bold layouts, vivid color blocks, and personalized slogans that speak directly to the viewer. Messaging flexes across packaging, merch, and event visuals.

The full creative direction was led from scratch — from brand positioning and verbal tone to visual assets, layouts, and concept-driven imagery. The goal was to build an immersive, living brand with minimal resources and maximum personality.

> Brand identity > Logo design > Art direction > Motion references > Packaging design > Social templates > Web layout concepts > AI imagery > Event collateral > Display case design

KOI became a vivid case of how visual storytelling and emotional design can build connection. The brand identity helped bring people together — through food, visuals, and events. What started as a concept evolved into a recognizable brand that hosts weekend raves, sparks conversation through personalized copy, and feels like a part of the local creative scene.