Projects

Kurashiru Rebranding

Branding a recipe-sharing platform that inspires amateur chefs and sparks everyday joy
Kurashiru is a leading recipe app in Japan that offers over 50,000 recipe videos on its platform with the mission to create joy through cooking, 3 meal times a day.
In order to evoke the joys and depth of home cooking, we created a brand system that imagines a dialogue: between content creators and viewers, and between different ingredients, and how these interactions build off of one another to create even richer foods.
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Identifying a core brand idea

In order to uncover a new brand strategy, the team was asked to build upon Kurashiru's mission of "Delivering happiness three times a day to 8 billion people". We also felt great potential in tapping into the diversity of tastes, ingredients, and creative expressions in cooking.

Therefore, we identified three core values for Kurashiru to act upon to inspire their users: Actionable (easy to make and approachable), Understanding (we understand users needs), and Moving (we move peoples hearts).

Expressing the simplicity (and simultaneous richness) of home cooking

While our goal is to communicate the simplicity and ease of cooking to appeal to amateur chefs, we also wanted to express the richness and depth that can come from small touches, such as changing a single ingredient to bring about a complete different taste experience.

Our new logo expresses just this idea, that a simple remix of ingredients can open up new possibilities. The greater brand expression also brings this to life through a suite of modular patterns, which applies seamlessly to various applications, lifestyles, and tastes.

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The logo is based on the motif of an apple, paired with geometric type. Both the symbol and wordmark are modular, allowing the logo to flex between variations, including horizontal vs. vertical stacking, and roman alphabet vs. Japanese katakana letterforms.
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To match the modularity of the logo, an expressive system of geometric shapes are used to create brand patterns and illustrations of foods and ingredients.
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Through different combinations of brand colors and patterns, we are able to create visuals that represent a variety of tastes, lifestyles, and ways of enjoyment.
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Our icon suite also makes use of the brand colors and simple forms to optimize memorability and legibility in digital contexts.
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Project Information

  • Client: dely, inc.
  • Expertise: Brand
  • Year: 2022

Project Team

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Kotaro Yamaguchi
Designer, Project Director
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Maria Shimizu
Graphic Designer
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Ken Fujiyoshi
Design Strategist, Project Director

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