Happy Dragon Sushi is a sushi restaurant for guests that want more control over their cuisine, where quality isn’t sacrificed for convenience.

The goal for this project was to create a brand for the restaurant that was joyful without being juvenile, modern without being conservative, and rooted in tradition without being traditional.

The goal was accomplished with the creation of a friendly mascot for the logo, a color palette chosen to evoke the cuisine, a historically inspired pattern, and whimsical typography contrasted by modern grids and layout.

The Process

Logos aren’t the end-all of a brand, but they’re where it begins. In the design process, sketches are essential for exploring ideas and creating iterations for discussion, before committing to more extensive labor.

Digital Iterations

Once creative direction is established, a set of sketches will be transformed into digital artwork, refined, and expanded into a visual language for brand assets and touch points.

Telling A Story

Through interviewing and research, Logerstedt Designs uncovered Happy Dragon’s “true self”, and told their story with color, typography, and patterns that reflect the brand’s identity in the menu, signage, stationary, apparel, and any other way the brand lives in the world.

Brand Values

The process of creating a brand includes uncovering the brand’s “true self”. If this business was a person, what would they value? The values are the North Star for making strategic design decisions.

Bringing A Brand To Life

If a brand’s values are it’s soulfulness, and its visual identity are the body and clothes, then the brand touch points are the breath in its lungs and muscles in movement. They’re the animating spirit.

A brand’s touch points are all of the ways that people come into contact with aspects of that business out in the world. A menu. A t-shirt. A website. But they’re not the end in themselves. It’s about what they mean to the person.
It’s about how the brand makes them feel.