SORA | SOKO SOKO | Hi设计

集合日料，道道有料。

SOKO Japanese Cuisine, Every Dish Deserves.

SOKO SOKO是一家探索日式料理与现代融合的新锐日料品牌，产品覆盖押食、寿司、刺身、烹物、轻食、饮物。以「和食有道」为品牌理念，以「日料道场」为创意灵感，通过解读日本道中蕴含的文化密码与料理之道结合，用道场空间链接：技の专业、食の自然、形の精致、器の精良，构建具有多元文化碰撞的全新日料集合餐饮空间。

SOKO is new Japanese cuisine brand that explores the combination of tradition and modernity. Its product range covers oshi-sushi, sashimi, stewed dish, light meal and beverage. Holding up the value of “eating Japanese cuisine in the right way” and presenting in a creativity of “Cuisine Dojo”, the brand integrates Japanese cultural essence and delicate cookery. In the scene of Dojo, professional cooking techniques, natural food, exquisite shapes and fine tableware, all these cultural elements rebuild a novel catering space.

平面视觉是根据品牌概念「日料道场」中「道」的理念去作为延展，将日本道中文化与料理之道相结合，用视觉的语言去诠释出品牌的概念；LOGO设计于现代字体中融入书法的笔触，圆角的处理让整体呈现更为柔和与亲近，同时保留有日式风格的韵味。

The graphic vision design extends Daoism ideology in the concept of “Cuisine Dojo” expressing the integration of Japanese culture and food by a way of visual language. The logo fuses calligraphy into modern fonts, and the fillet design presents more senses of tenderness and affinity, meanwhile, remains profound Japanese style.

将SOKO SOKO中字母K呈拟人设计，将k向顺时针旋转，是模拟一个人在专研剑道的模样图形，继而沿用日式风格的笔触创作了一系列的品牌辅助图形，品牌配色中选用暖黄色是为体现品牌符号 ≥（大于等于号）所呈现的满足感与和日式空间中木制家具及榻榻米常用的温暖色调的结合。

The letter K is designed in an anthropomorphic manner – turned clockwise, it looks like a Kendo player. Moreover, a series of brand auxiliary figures in Japanese style are created. In color selection, the warm yellow embodies the sense of satisfaction brought by the brand’s symbol “≥” (greater than), as well as the warm color tone of wooden Japanese furniture.

感受空间，以及感受人在其中的互动。

Feeling the Space and Human Interaction Wherein.

空间的设计概念从「道场」出发，因为「道场」本身是现实中存在的空间，从而我们认为在设计中可以将现实中比较具象的空间反而进一步去抽象化，我们提取「道场」本身蕴含的关键元素，根据不同种类对应不同的体验道场，摈弃传统的日式风格与元素，保留局部具象表现以外，更多的是将这种元素转化为设计修饰。我们将不同的功能性区域都进行了明显的划分，根据角度、动线梳理成一个既边界明确又能保证整体性的空间，使空间展现更多的层次感以及给人带来更多的体验感。

The spatial design was based on inspiration of Dojo because Dojo is a reality space, which we could further concretize some specific spaces. According to different Dojo experiences, we extracted the key factors of Dojo, and mainly transferred these factors into decoration discarding traditional Japanese styles and elements but remaining partial concrete display. The whole space was explicitly divided into different functional areas, and based on angles and traffic flows, it also ensured an integration of the space, bringing more diverse experiences for visitors.

在空间布局及立面呈现上，我们将内厨与明档进行了合并，并且将这个整体位置放在了空间中最靠前的部分，这样做的原因是为了让人在不进入空间的情况下，也能感受到空间内强有力的体块感，这样在某种程度会造成一定的视觉冲击，同时开放的明档部分靠前，也能将空间内活动的人作为展示的一部分，让人在感受空间本身的同时也能感受到人在其中的互动。

In terms of spatial layout and façade display, we merged the inner kitchen with an open way, and placed this area in the most front part of the whole space to give visitors more visual impacts and block senses even though when they haven’t entered here yet. At the same time, we put the open kitchen in the front showing people’s internal activities, in this way, the customers could feel the space itself as well as people’s interaction inside.

大于等于好。

Greater is better.

SOKO SOKO的品牌建设始终贯穿着「道」这个字，道场是集武术、美术、艺术造诣之大成的场域，与品牌想要表达的张弛与利落感相契合，同时品牌以「道」展现出来的洗炼、突破、求精态度，赋予产品和环境传达给每一位顾客。

The spirit of “Dao” goes through the whole brand building of SOKO. Dojo is a grand place with martial arts, fine arts and art works, which accords with the brand’s image of flexibility and neatness. And the brand conveys the attitude of refinement, breakthroughs and meticulousness to every customer through its products and environment.

手烹风味，道道有料，让消费者享受到的食物大于等于花费预期，让体验者获得的满足感大于等于实际消费，这是SOKO SOKO创立的品牌愿景亦为需坚持保持的用心技艺。

The hand-made food surpasses beyond expenditure and will bring greater sense of satisfaction for customers than the costs. This is the vision of SOKO and its persistence in cookery.