Tofu Cube

The brand identity for Tofu Cube is inspired by Kawaii, the Japanese culture of cuteness. A concept that has become something of a global phenomenon and highly popular in Asian youth culture.

The logo references old Chinese lacquer stamps with an animation that brings playfulness into the design. The entire brand experience for Tofu Cube is welcoming and simple, building on the concept of street kitchens where you get easy access to great food.