Brand concept & identity for Jatachi, an Asian Street Food restaurant.
Inspired by the sticker art culture in graffiti, the logo works as a tag, marking massively and indiscriminately all the restaurant media and collaterals.
This way, coming from a static element, we have generated a flexible identity system. Any object or support tagged by Jatachi automatically becomes part of the brand.
Food menus are built from reused Asian magazines.
Waiter uniforms are made by tagging ordinary Asian t-shirts.