Totoru Brand identity
The name
Totoru is an invented name, soft and short, with even syllables that stick in the memory. It does not describe: it evokes. Its Japanese air speaks to the craving, and the shrimp bowl icon clarifies what is eaten.
The idea
A circle with a mountain and a wisp of steam: the hot dish arriving at the table. A second icon, the shrimp bowl, lets the brand travel from sign to cup, plate and paper bag.
The color
Teal, terracotta and sand. Teal calms and brings sea freshness; terracotta warms and whets the appetite; sand, natural, gives it a rice-paper air. A serene palette, at odds with fast food.
The identity at work
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