At nottuo, we were in charge of the branding for Yunoshio, an new dorayaki specialty shop that has opened in Kaike Onsen, Tottori Prefecture. We designed a full set of tools including the logo, packaging, leaflet, paper bags, shop curtains, exterior signage and utility pole advertisements.
Kaike Onsen is known for its hot springs with a high salt concentration.Yunoshio pumps up this hot spring water, makes its own salt in the shop, and uses it to make uniquely square-shaped dorayaki –something rarely seen even across Japan.The signature item is the “Shio-Kari Dora,” a twice-baked, crispy dorayaki made with house-made salt and butter. In addition, the shop offers a wide variety of dorayaki featuring ingredients from Tottori Prefecture and seasonal fruits, all lined up in the showcase.
The design concept is rooted in the idea of “square dorayaki made with in-house salt in a seaside hot-spring town known as the ‘salted sea bath.’” From there, we developed a brand pattern and colour scheme that combine the shimmering surface of the sea and hot-spring water with motifs inspired by dorayaki and salt crystals, and applied them consistently across all tools. The bold blocks of colour on the packaging act as a strong eye-catcher, while the delicate logotype, as if seen through rising steam, expresses the refined elegance of traditional Japanese confectionery.
On opening day, nearly one hundred people lined up outside the shop, and everything sold out in no time.
When you visit Kaike Onsen, be sure to try this new local specialty on site.
