BRAND:
FUGETSU-DO
YEAR:
2022
EXPERIENCE:
ILLUSTRATION
about.
Fugetsu-Do is a student design project where we were tasked with creating a fully developed concept for a food truck, complete with a menu and social media advertisements, based on an existing small restaurant. For this project, I chose Fugetsu-Do, a historic and beloved mochi shop located in the heart of Little Tokyo in Los Angeles. Known for its traditional Japanese confections and rich cultural heritage, Fugetsu-Do provided the perfect inspiration for a design that celebrates both tradition and storytelling.
the branding.
The branding and logo for Fugetsu-Do were designed to fully embody its folklore-inspired identity. To the left is the final logo, and to the right were some developed sketches that didn't make it to the final cut. At the heart of the logo is a rabbit pounding mochi on the moon, a direct reference to the Japanese legend that defines the shop’s name and story. The illustration strikes a balance between traditional Japanese art and a modern, approachable style. Complemented by elegant typography and a deep, moonlit color palette, the logo serves as the foundation of the brand’s visual identity, tying together every element with a sense of harmony and storytelling.
the design.
Building on this foundation, the overall design of the food truck and related materials reflects the same traditional, scenic, and elegant atmosphere. The rabbit illustration featured on the truck acts as both a centerpiece and a whimsical brand symbol, reinforcing the folklore narrative. The color palette and visual elements were carefully chosen to create the serene beauty of a moonlit night, with rich tones and soft, Japanese-style clouds applied across all touchpoints. These cohesive elements work together to tell the story of Fugetsu-Do while evoking the artistry and craftsmanship behind its handmade mochi.
