HUB & LABO Branding

HUB & LABO is a group that consists of three shops: FOOD HUB & LABO, DIY HUB & LABO, and LIQUOR HUB & LABO. Each of the shops is located around Jujo street in Kyoto, which is an industrial heavy area next to Nintendo’s headquarters. The locations are warehouses that have been remodeled. The unifying concept of the shops is “creation”. Each of the shops is open-plan, encouraging customers to participate, and have events where customers can learn from creative individuals from each of the areas.

Our goal with the branding of HUB & LABO was to create a unified brand that conveys this spirit of creation. Thus, I came up with a Lego-like design to represent building & play. This also lent itself very well to being able to have the same but subtly different logo for each of the shops. We further conveyed the idea of building through image heavy branding with photos of each of the shops. In particular, showing the reclaimed materials of the warehouses to show the customers the environment of the shops, which also reinforces the building & creative concepts.

ClientTadashi SanoServicesShop concept, branding & designYear2017

Shop cards, front

Shop card, back

Business card, back

All of HUB & LABO’s shops are in the located around Jujo street in Kyoto. The area has largely been an industrial in the past, but with the attention that the Nintendo headquarters gets from tourists, the area is becoming more popular. The owner of HUB & LABO has another project across from Nintendo, called The JUJO Project, and hopes to make the area more popular by focusing on the name “Jujo”.

In Japanese, Jujo is written 十条 and means “tenth street”. I wanted the branding to reinforce this idea of Jujo being an up-and-coming place, so I incorporated the first character, ten, into the maps as cross streets. I then used the same character to layout the names and titles on the business cards. The result being that anyone who speaks Japanese will know this represents Jujo and leave an impression in their mind.

HUB & LABO Branding

Shop flyer

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Image library

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