Real-life project in an academic setting, with the brief of re-designing a restaurant. Pura’s mission as a restaurant is more than meets the eye, and the process entailed altering the name Tempura to Pura.
There was a worry about developing an identity that evokes empathy and warmth toward customers, resulting in a “comfort food” atmosphere that can be felt at home (in the take-away element) or at the restaurant. We wanted the simplicity of forms and vivid colors to establish a new brand as a restaurant that appeals to young people and beyond.