zēro
An imaginary Japanese restaurant that focuses on selling donburi, onigiri, packaged meals, and other rice-related food. My visual identity was guided by Monina Velarde, a visiting designer from The New York Times. The name, zero (pronounced zeh-roh and in Japanese translated as ゼロ), conveys the overall concept of the restaurant as selling nothing but rice. A single grain of rice looks like an oval and number zero. Rice is the seed of the grass species, Oryza sativa, and the “O” in its name has a similar shape as of the number zero. I used images more than text to guide the reader through the menu options. I wanted to emphasize visual information over descriptive information, making it easier for customers to choose. Then, I emphasized the product inside of the package, representing the brand while maintaining some degree of mystery to engage consumers and incite curiosity.
Date: 2019
Work: Personal Project / Branding / Identity / Print / Packaging Design / Illustration / Typography
Work: Personal Project / Branding / Identity / Print / Packaging Design / Illustration / Typography
![](https://freight.cargo.site/t/original/i/6059758dfc01641601b24c7b90ffc24b4688897045e239dcf9bad4796e2b7516/zero_2019_1.png)
![](https://freight.cargo.site/t/original/i/474fbb5367a336a5a29beee23c99f1424027cca909b2b52d00e3193057b487c2/zero_2019_8.png)
![](https://freight.cargo.site/t/original/i/ba694b56d13b8835a66d95962f3123de3989ec26f1b68382091e450f8012b777/zero_2019_9.png)
![](https://freight.cargo.site/t/original/i/35001b99d6fbbc885ff1dcd57f751f52ea9507eb983544f1f9eb1dfd4cca6c80/zero_2019_10.png)
![](https://freight.cargo.site/t/original/i/d3e94ebb12746ad60221f70968026833dd3f51f04ecca7f1c649d20733525aae/zero_2019_4.png)
![](https://freight.cargo.site/t/original/i/f1f6dea865aa18701c7dbae7a7ea2734f15efa7832e6e4b87fa08141b93d8942/zero_2019_3.png)
![](https://freight.cargo.site/t/original/i/cb30c5b42ad6fde72f709670f157696dd6a53fab213674541ee018a5b87ff9e6/zero_2019_2.png)
![](https://freight.cargo.site/t/original/i/c446fe941041d2ecbe343717e7f8b5420c5b50200ea9c9311998441fdff0579d/zero_2019_6.png)
![](https://freight.cargo.site/t/original/i/54fefde11be9ccf055c5ddf17163725a12b3facc65e32445bea45ce6107645b1/zero_2019_7.png)
![](https://freight.cargo.site/t/original/i/671596b7ab59c007d45e3ffe57158309c1b3e7a320d4521b431a6863c837a434/zero_2019_5.png)
![](https://freight.cargo.site/t/original/i/c7b1d465cfcfd98d4687f9c80e5070011cfc6ea867de5bab23de38a13b3c83e7/zero_2019_11.png)
![](https://freight.cargo.site/t/original/i/fe0f919124ff24e6d961e4faa335ff42932e23897c3c14727621e68e40f2b6be/zero_2019_12.png)