Project Type: Concept
Location: Antwerp, Belgium
Packaging Contents: Food
Packaging Substrate / Materials: Paper
Gatsu Gatsu is Japanese for eating very fast. More specific: when you’re having a serious case of the munchies and you’re up gobbling your food. If it’s that tasty, you don’t want to wait. This fast and expressive action can be seen in the movement of our logo, which is also inspired by old style Japanese brush calligraphy.
For Gatsu Gatsu we took our inspiration from the crazy, sometimes undefined and overwhelming experiences westerners are so often faced with when getting purposely lost in the typical alleys in Asian countries. The overload of smells and sounds, styles and signage are often as contradictory and strange as they are amazing.
The visual clash of signage and food advertising in these Asian alleys was our inspiration. We did however curate it by applying it all into a strict canvas of noodles, samurai red and traditional Asiatic blue. This allowed us to be playful in a subtle way, blending in the visual identity with the interior design.
We’ve managed the capture the wildness of the Asian food culture in a Western way without it being to loud or overwhelming.