Lio Otsubo

Using a brand identity to highlight the significant health benefits of preserving Japanese cultural traditions

This project stemmed from my curiosity about how exploring cultural practices can positively impact well-being, specifically concerning gut health. Learning about Japanese food culture is a fundamental aspect for overall well-being, and educating young people how it is essential for promoting healthier lifestyles. Having grown up in New Zealand with Japanese parents, I learned early on the importance of miso, especially its positive impact on gut health, as taught by my mother. This project revolves around creating a contemporary brand identity and packaging for miso, aimed at making traditional Japanese food both fun and appealing. By experimenting with design elements such as custom typography and following trendy minimal aesthetics, the brand cultivates an inviting atmosphere for younger audiences. The development process integrates a combination of analogue and digital methods, including paper cutting, screenprinting, photography, and prototyping, to craft a cohesive visual language. Through extensive research on gut health and brand communication, the design choices are carefully informed to ensure they resonate with the intended message. Beyond promoting Japanese food culture and health awareness, this project underscores how cultural practices can shape modern conversations around wellness.