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Uji — Brand Identity & Visual System

Role: Art Director
Client: Uji Time Dessert
Category: Brand Identity & Logo Creation

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Overview

Uji Time is a Bay Area dessert brand known for its playful taiyaki soft serve and unique fusion treats, beloved by local communities and frequently shared across social media. I was engaged to create the brand’s logo and visual identity system after early attempts at a visual direction hadn’t met the client’s expectations.

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Design Challenge

The core challenge was to craft a brand identity that felt confident, memorable, and immediately recognizable, while reflecting the brand’s personality — fun, friendly, and rooted in high-quality dessert experiences. The mark needed to work at many scales: from shaved ice signage to menus, social posts, and eventually packaging.

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Approach & Visual System

I approached Uji Time’s identity as a holistic visual system that could grow with the business:

  • Collaborative discovery: I began by understanding the owners’ expectations, brand aspirations, and the emotional qualities they wanted to convey, which set the foundation for visual exploration.

  • Concept exploration: Multiple logo directions were developed to address variations in style, tone, and personality, allowing the client to choose a direction aligned with their brand vision.

  • Refinement & iteration: Chosen directions were refined through type experimentation, compositional adjustments, and scenario testing to ensure clarity and versatility in real use cases.

  • Real-world usage: Mockups and use cases helped validate the identity for signage, print menus, and digital environments — ensuring the system worked across everyday touchpoints.

The identity system balanced clean forms with visual warmth, allowing Uji Time to stand out in competitive retail and social spaces.

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Outcome

The final logo and brand identity system was enthusiastically received by the client and remains in use nearly a decade later (as of 2025) — through expansion from a single shop to multiple locations, packaging applications, and wide social engagement within the Bay Area community. Many patrons have shared photos with the brand across social platforms, further amplifying its presence.

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Tools & Skills

Tools: Adobe Suite
Skills: Brand Identity Systems, Art Direction, Logo Creation, Visual Strategy

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