Umai – Packaging and Concept

Umai means “tasty” or “delicious” in Japanese, and the name also plays on its phonetic similarity to umami – the essential savory taste in Japanese cuisine. Paired with the playful phrase Umai God, the brand strikes a quirky and memorable tone that carries through the entire identity. This playfulness is balanced with clean, minimalist typography, creating a sense of clarity and refinement.

The logotype takes inspiration from traditional Japanese woodblock prints, anchoring the brand in cultural heritage.
Each flavor is color-coded, with a bold noodle bowl illustration at the center of the packaging, making the products both striking on the shelf and easy to navigate.

What began as a brief from a Japanese restaurant with ambitions to launch its own line of sauces grew into a personal design project that I developed independently. The concept spans both name development and a complete visual identity.

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