Jaho 家伙 Jaho

Jaho

As a restaurant specialized in Chinese noodles, Jaho is a modern interpretation of the traditional noodle stands found around the Taiwan. FMS was in tasked with the creative direction for the project overseeing all aspects from visual identity to the interior and exterior of the space.

Project Scope

Branding and communication strategy.
Branding design.
Art direction for the space (exterior and interiors).

When it comes to making noodles, we think of dough kneading and rolling a form of kungfu. To visualize the concept, the logotype consists of a fist symbol and the silhouette of noodles. The colour palette and illustrations also aim to reference traditional Taiwanese noodle shops.

The naming of ‘Jaho’ carries double meaning of ‘eating well’ and ‘homemade dish’ in Taiwanese. In order to create the ambience of eating comfortably at home while keeping the authenticity of the noodle stands, FMS carefully considered the interior to leave hints of traditional noodle stands through colours and textures while keeping a comfortable home style ambience.

Besides from giving traditional noodle stands a modern twist, the other major challenge of this project was to make sure that the new brand was still visible in one of the busiest streets in Taipei.

家伙 Jaho

家伙是一間麵店。是一間雖然留著傳統麵店血液,卻想要透過設計讓店面脫離一般麵店形象的專案。

FMS一開進入設計之前,有許多取捨的掙扎。比如要不要保留台灣味,比如要不要留下灰綠色鐵皮屋的形象、留著桌上的塑膠花布、橘色的筷子、綠色的碗、滷味櫃、燈籠......但最後還是決定讓主角回到食物的本身,並企圖與市場上同性質的中式風格餐廳有所區隔。雖然還是悄悄的透過轉換,將一般傳統麵店常見的牆上菜牌、圓凳、老木門,留下簡化的提示,讓消費者可以舒服在乾淨、溫暖、不張牙舞爪的空間裡填飽肚子。

這個被夾在台北市八德路的街邊店,客戶為它取的名字叫做家伙,意思是一群家伙聚在一起吃飯聯絡感情。但在logo的設計上,我們反而希望透過更強烈的概念與消費者溝通。於是我們轉化了「家伙」字面上的原意(你這個傢伙!),加上廚師們下足功夫做菜之意,於是就異想天開的把「拳頭」與「麵團」兩個符號做結合,成為了logo的設計概念。這個好像有點潮,但其實又只是一條條繞圈圈的麵團logo,加上好吃的藍色與一些些食材的插畫,不管是與市面上其他品牌相比,或是未來有一朝一日它可能被移駕到國外市場的時候,我們希望它除了台灣風的選擇之外,也能被轉換的更合身一點。

在台灣街道上五花八門、爭奇鬥豔的各種招牌裡,家伙麵店整棟乾淨的建築物,反而被看得更清楚了。沒有了斗大標題、沒有了紅底黃字,就可以好好的吃一碗麵。

Jaho 家伙 Jaho

Client:
家伙 Jaho

Brand Design & Creative Direction:
Five Metal Shop

Interior Design:
大勻空間設計

Illustrator:
Chen Shape