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LE MERIDIAN | brand strategy & positioning | logo | collateral | packaging
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Umami, the fifth taste.
Designed for the Le Meridian Cyberport, in Hong Kong, Reaction created the name and wordmark for this unique Japanese restaurant.
"Umami" described as the "fifth taste", was dramatically visualised by the bright green petal in the logo.
This was creatively integrated onto a variety of items, including menus, take-out boxes and chopstick wrappers.
LE MERIDIAN | logo | menus | collateral | packaging
The abstract illustration of the sumo wrestler used on the coaster and table placemat added a fun contrast to the linear tabletop design.
Inspired by the Japanese stone gardens, a large river stone was sourced, cut and polished to create an innovative tent card stand.
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