The document presents the logo development and visual assets for the Nikkei Haucatay brand. The logo retains a triangular theme to represent open air and sacred geometry. It features herbs to depict fresh ingredients. Supporting visuals include illustrations, patterns, icons for menu items, and an encapsulated logo. The brand story describes an open air shipping container restaurant with Peruvian-Japanese fusion cuisine made from organic, raw ingredients and traditional cooking methods. The brand family incorporates triangular and earthy designs to represent the sacred flavors and aromas of the food in a welcoming atmosphere.

1. Kathryn Rojas
Identity Presentation for
NIKKEI HAUCATAY

2. NIKKEI HAUCATAY
Logo Development and Previous Versions
Sticking with a triangle theme.
Triangles are one of natures
sacred shapes. Keeping the
shape opens represents the
open air concept of the
restaurant. The herbs inside
depict the raw and organic
herbs and ingredients used
within the restaurant.
Wave and mountain,
incorporating
Natures geometrical
shapes, the salt from the
sea and the herb of the
mountain.
Hanging herbs with
sacred geometric
shapes.

3. NIKKEI HAUCATAY
Logo Development and Previous Versions
Open wall concept with
geometric spiral of
shapes incorporating
the sacristy of natures
original shapes.
Canning jar for
preservation with
geometric herb
shape.

4. NIKKEI HAUCATAY
Final Logo Design
Logo in Black and White Logo in Full Color

5. NIKKEI HAUCATAY
Visual Assets
Illustration for
menu asset.
Haucatay
(black mint)
shown in
corner, and
two main
fusion dish
specialities
shown in the
corner.
2 Large illustrations - 8.5” x 14” total dimension.
Illustration of
Peru’s Rainbow
Mountains with
open air
restaurant
Concept with
shipping
container
design.

6. NIKKEI HAUCATAY
Visual Assets
Geometrical shapes, keeping triangle theme, organization with parts of color scheme.
Patterns

7. NIKKEI HAUCATAY
Visual Assets
Sun’s represent the
spiciness of certain
cuisines. Filled in circle is
hot, half circle is medium,
and empty circle is mild.
Bamboo represents
vegetarian meals.
The Cuy (guinea pig)
represents meals
containing Cuy.
Encapsulated logo added
for other needed layouts
(stickers, decals, etc.)
Supporting brand textures.
p e r u v i a n & J a pa n e s e f u s i o n
p e r u v i a n & J a pa n e s e f u s i o n

8. NIKKEI HAUCATAY
Brand Story
Nikkei Haucatay, is an open air restaurant concept with a fusion of Peruvian and
Japanese style in a stationary shipping container with a food truck feel. Sit and stay
or take it to go. The location offers outdoor tables or walk up bar top counter,
creating a laid back atmosphere with international flair. Affordable prices and with
bold aroma and flavors will have people stopping in their tracks and coming back for
more.
Permanent dishes will serve as the menus foundation and because our mantra is
focusing on the organic and raw flavors of the Earth, all of our food will always be
served on recycled and biodegradable plates. Only the freshest ingredients are used
in our traditional style of cooking to preserve the bold flavors within our fusion
cuisine.
We’re going to take your tastebuds on a sacred journey.

9. NIKKEI HAUCATAY
Brand Famil
y Main Design Concepts
Organic and raw elements that come straight from the Earth
in its purest form are the backbone of the branding
elements. Earthy colors, spices and herbs all influence the
color scheme and supporting elements.
There are many triangular shapes seen throughout the brand family. This
is incorporating sacred geometrical shapes found within nature. The
purest ingredients are used to attract customers through aroma alone,
and continue their experience through sacred flavor of herbs and spices
within the fusion cuisine.
Traditional cooking from its roots will give an authentic and raw emotion
when dining at Nikkei Haucatay. The open air concept will create a
welcoming invitation, to come and go as you please, or revel in the
atmosphere presented.
Staying true to the elements of nature used to produce the freshest experience
will be the brand that people remember. The 5 senses will all be tapped on
while dining at the facility creating a full circle experience that will in time
brand itself. The supporting design elements will only enhance the origins of
the food. The brand family is the entire brand experience.

10. NIKKEI HAUCATAY
Brand Famil
y
p e r u v i a n & J a pa n e s e f u s i o n
p e r u v i a n & J a pa n e s e f u s i o n
p e r u v i a n & J a pa n e s e f u s i o n