Horin Ramen + Sake
53 Year of Exquisite Taste
From Japan.
Year
2018
Discipline
Hospitality
Services
Brand Identity
Name Generation
Art/Creative Direction
Commercial Photography
Editorial
Packaging
Environmental Design
Signage & Wayfinding
Integrated Campaigns
Production Management
UI/UX
Website Design & Development
Collaborators
Photography by Patty Tseng / Shawn Image
Website by Edward Yan / Elvis Song
Over 50 years ago, in the region of Ogori in Fukuoka Prefecture, there was a restaurant which for the first time in Japan, used chilli peppers in its tonkotsu (pork bone broth) ramen. It became famous throughout the land as “HORIN, the restaurant where chilli ramen was created.”
The logotype is a custom typeface that incorporates the Japanese calligraphic letters translated into modern Western forms. The brand pattern of tree rings is used throughout the website to epitomize the history behind HORIN and the Japanese heritage. The hand-picked food photographs with a realistic steaming effect on the website are used to create an immersive dining atmosphere, giving you a warmth brought by HORIN.
We worked on a full rebranding and repositioning of this acclaimed ramen house to cater to the local customers. With its new name, HORIN Ramen + Sake now has a perfect representation of its brand and mission of serving daily handcrafted ramen, fresh pork bone broth, and authentic sake. We art directed the food photography and worked on the menu, placemat, chopstick case, outdoor displays, and website.
Red, “aka” in Japanese, denotes strength and passion. The Japanese gave each shade of red its own elegant name in the old days. The colour selected for HORIN is Shuiro (vermilion), which is found on the Trail gates leading to shrines in Japan and also in higher-end kimonos. By using a particular shade of red, the overall website and the logo give off an elegant yet traditional feeling.
