HARU

Brand identity design

Brand identity design project for a franchise brand, HARU: sandwich, salad, fruit and soup – each gave one letter to form the brand’s name, HARU. The brand aims to provide a nutritionally balanced and healthy meal every day for busy workingmen. Each menu item could be one part of a meal, or it could simply be the meal itself. We felt that this particular aspect should play a role in developing the brand identity. With this in mind, we took the approach that a brand identity is not just a uniform symbol, but a combination of elements. Repeatedly, these elements were pulled apart and reassembled on various printed matter and packaging.