Tomo

Brand Identity, Packaging, Naming

Brand identity framework for a company in Honolulu, Hawaii that manufactures and distributes regional food products

With 30 years of experience as successful snack providers in Hawaii, this client wanted to expand their reach beyond Hawaii and into western markets. The client had an established reputation in Hawaii, but a limited appeal to a broader audience, so two key opportunities were identified:

The western market’s growing desire to try foreign foods.
The company’s mission of sharing authentic Hawaiian and Pacific flavors with the world.

Global cuisine doesn’t have to be relegated to a single half-aisle in grocery stores–the client wanted to develop a new product that could balance novelty with authenticity, while still being accessible to western consumers. They chose Furikake, a Japanese rice seasoning, with a goal to create a brand that would attract, educate, and keep consumers in the western market.

Furikake dates back all the way to the 18th century in Kyushu, where a pharmacist created a seasoning mix called Gohan no Tomo, or "A Friend of Rice.” This idea of "Friendship" became the foundation of Tomo’s brand identity. Reflecting on childhood memories of unstructured creativity—coloring outside the lines, playing with building blocks—helped shape the visual direction of the brand. Elements like crayons, building blocks, and watercolor paint were integrated into the logo, evoking nostalgia while also feeling approachable to western consumers.

Education was one of the main goals, so a wordmark was chosen for the logo, giving the Japanese name prominence. The design started with sketches, focusing on the letter “M,” which allowed for the most flexibility in style. I opted for a playful, handmade feel, using soft, stackable shapes to create a sense of friendliness and simplicity.

One iteration involved incorporating a wave or seaweed element between the "O" letters, but this was scrapped. The horizontal line didn’t align with the natural shape of the “O” and created confusion, resembling either a lowercase "e" or even the Pepsi logo. Another concept included a lowercase “t” shaped like a sailboat, but the weight imbalance on the left side made it visually inconsistent and reduced overall unity.

Neutral colors were chosen to reflect the versatility of furikake. Green was considered (because of nori, a key ingredient), but we ended up choosing tones inspired by toasted sesame seeds and katsuobushi (fermented tuna flakes). The brown shades gave the brand a unique look, helping it stand out among competitors. For packaging, I proposed using a carton, inspired by the western tradition of breakfast cereals. We used construction paper textures to add a nostalgic, tactile element, and incorporated design cues like the iconic Crayola Crayon wavy stripe, modified to resemble seaweed. All this was done to further differentiate Tomo from typical bottled seasonings.

The final brand identity for Tomo achieved a balance between nostalgic charm and modern appeal. We created a visual language that is simultaneously approachable, sentimental, and fresh. The cohesion between logo, packaging, and product reflects the brand’s mission to share authentic Hawaiian and Pacific flavors with a global audience.

Portfolio Case Studies 1. Tomo (Branding + Packaging) Selected Work 1. 3hive Record Lounge 2. Kokonut 3. Fund Launch 4. 3AM 5. Upside 6. Dirty Bird 7. FG23 8. Synesthesia 9. Ridged

Portfolio

Case Studies
1. Tomo (Branding + Packaging)

Selected Work
1. 3hive Record Lounge
2. Kokonut
3. Fund Launch
4. 3AM
5. Upside
6. Dirty Bird
7. FG23
8. Synesthesia
9. Ridged