Hikari is a coffee shop brand concept developed around the idea of “light” and everyday brightness. The name itself — Hikari — meaning light or radiance in Japanese, served as the foundation for the brand direction. The goal was to create a visual identity that communicates warmth and clarity, positioning the coffee shop as a small moment of pause and energy within daily routines. A bright yellow was used as the primary emotional anchor, representing light, energy, and positivity. This was balanced with a deep blue tone to introduce stability, depth, and a sense of craft. The logotype incorporates flowing, directional forms that suggest movement and radiance, reinforcing the idea of light as an active, guiding element within the brand system.
Client:
Asuka Uematsu
My Role:
Creative Director
Year:
2020
Service Provided:
Graphic Design, Branding, Strategy
Typography, color, and composition work together to create a consistent emotional tone across applications, rather than relying on decorative branding elements.
The focus was on building a scalable identity system that could adapt across packaging, signage, and digital touchpoints.
The result is a brand system centered around emotional clarity and simplicity, where visual elements work together to reinforce the idea of light as an everyday experience.
