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Responses by Futura

Background: Soy by Sato is a high-end Asian restaurant that specializes in bao and tapas in an original concept that generates an impact on consumers. Soy by Sato is the response to the necessity of the contemporary gourmand to not only to indulge but to also exalt the bonding experience provided by the act of eating. The restaurant also invites consumers to appreciate the environment, so the senses can expand the experience of interacting with food.

Reasoning: The thinking behind the solution not only takes influence from Asian culture, but it also integrates the interaction and cohesion between the Middle East, Asia and Mexico. By understanding our client’s specific orientation for this project, we decided to take advantage of an iconic product that merges with the global gastronomy environment: soy.

Challenges: As a Mexican graphic design studio, we always seek to understand the specific market in which our product, service or brand is going to interact with. Since this was a project that was going to be developed in Doha, Qatar, and the product has Asian origins, our biggest challenge was identifying the vertexes and the connections generated between them.

Favorite details: Since the cross-national communication between the client, the team and the designers involved enrich these links generated by this global communication, these interactions can also translate and be simplified through a design process. All the executions of this project merge the different personalities of the stakeholders and the environments of the people who were pushing towards generating this brand. We are proud of seeing the typographic application, color palette and illustrations as a result of this merge of ideas.

Visual influences: In our design process, we tend to approach concepts, ideas, biases and paradigms through the analysis, compositions and decompositions. With the word soy in our heads, we identified this ingredient as a pure kitchen element, so, our translation to the graphic design elements were the most pure visual components that consisted of points, lines, circles and semi-circles and the communication generated between them. Our visual influences were the interpretation of what soy represents to the world, the base that many people around the world could use to make something remarkable and memorable.

Anything new: Trying to immerse ourselves into different cultures and markets to see what is happening in the graphic design global trends is something we are always learning about when we are working with clients abroad.

byfutura.com/en

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