iRASSHAi
Project Type
Branding Exploration
Medium
Adobe Illustrator
Year
Winter 2024
This project was based on a real-life brand located in Paris, France, called iRASSHAi. After extensive research on the branding and identity behind this brand, I created these pieces based on the research I had found. iRASSHAi is a Japanese concept store that focuses on capturing the essence of the traditional Japanese lifestyle.
The Task
Find a local company and find the essence of their brand. Create something new demonstrating this essence.
About iRASSHAi
iRASSHAi is a Japanese concept store located in the heart of Paris, France. This unique place blends a Japanese-style café, restaurant, cocktail bar, and grocery store, offering an immersive experience of Japanese culture. Founded by Xavier Marchand and Thierry Maincent, the space embodies Japanese aesthetics and cuisine, featuring authentic foods and snacks. Designed by the French-Japanese duo Hugo Haas and Yusuke Kinoshita, under the artistic direction of Eric Pillault, the store reflects contemporary Japanese design through the use of raw materials. Marchand, who lived in Japan for six years, and Maincent, President of the Japan Experience travel agency, envisioned a space that captures the relaxed yet modern atmosphere they admired in Japan but couldn’t find in Paris. Currently, they operate only one location. The name "Irrashai," derived from Shenmue, translates to “welcome,” “come on in,” or “come on over,” embodying the store’s inviting spirit.
Ideation/Process
Research about iRASSHAi’s existing branding and identity included information on its background, logo, target audience, location, materials and space, products, and social media.
The Deliverables
These pieces are new posters that capture the essence of iRASSHAi’s brand and identity. The left graphic represents the classic wave pattern and each texture of the waves showcases a different aspect of the identity: iRASSHAi blue, Henko stamping, matcha, aluminum, chestnut wood, and ash wood. For example, ash wood is a popular material used in Japanese-style housing, and it was also used in the iRASSHAi store. The right graphic is purely text and demonstrates the main ideas of iRASSHAi in a new style.
