Harajuku Kira Kira Burger Identity

The branding for Harajuku Kira Kira Burger is centered around the vibrant and colourful culture of the iconic Harajuku region. Harajuku is commonly identified as the centre for Japanese youth culture and fashion. The bold palette uses neon and pastels to create a sweet, playful and energetic aesthetic. Nostalgic cartoon style characters are used throughout the branding and packaging to add personality and humour. Each piece of packaging is connected with a colour coded visual system of icons. Each colour represents a different menu category including meat, fish, vegetarian and desserts. The packaging has a fun and dynamic style that looks as sweet and enjoyable as the scrumptious food itself.