Talking about KOI is talking about the evolution over time of a traditional Japanese restaurant that wants to go one step further to form its own healthy fast food restaurant chain.This transformation forces us to analyse the tradition, history, commerce, culture, population, geography, fauna, and flora of a cultural community that wants to create a brand redesign that adapts to the needs of the consumer without losing the value and meaning of its product, the KOI. This concept involves the branding construction process and the creation of product packaging with matte finishes and enveloping details that recall the brand through colours, patterns, and textures from the past and present.

The objectives are clear, KOI wants to project a new dynamic, urban and Instagrammer aesthetic that manages to be remembered as a brand that unites the life of the product from a cultural and therefore symbolic aspect. This direct manifesto was important to establish a solid and clean typography that conveys the idea of efficiency and, on the other hand, recalls characteristic aspects of Japanese culture such as bamboo leaves or oriental typography itself.The use of hashtag as an addition to the graphic communication of the brand contacts a new type of client and social networks. We are talking about a millennial audience and generation Z as the main target audience. However, this does not mean that it is the only public.

The choice of positive and negative as base colours has been chosen in order to highlight relevant elements and information through the use of characteristic colours within Japanese culture but raising their saturation.This representation of KOI's packaging highlights, through the photographic resources extracted from its old restaurant, the diversity of oriental features, geography, and family heritage.The different packaging proposals collect recycled paper materials with vectorized resources (in this case stickers) that represent repeated patterns on the image of the real product, combining an urban aesthetic with the folklore that the images show.