Urban Poke
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Contribution: Brand design, printed media & packaging
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Place: Brandcrops - Madrid
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Year: 2021
Aebrand Awards: Finalist and popular vote winner
In December 2020, Urban Poke found an opportunity. The market was full of options that replicated formulas, where pokes with the concepts of "Hawaiian" or "beach" were abundant and successful, but Urban Poke did not want to be just another replica and took the opportunity to give the Poke a different approach, developing the URBAN theme within the brand strategy and its visual identity, in order to differentiate itself from other franchises.
Urban Poke was born out of the desire to satisfy the rhythm of contemporary, cosmopolitan, and conscious life, seeking to incorporate the diversity of cultures, ideas, and lifestyles found in cities, within a bowl. It is dedicated to nourishing and recharging people within an urban oasis, and within a space full of life, with good vibes and good times to get energized without losing the rhythm of urban life.
The concept
The logo and visual system exploits the concept of "urban geometry", which captures the essence of the city: its streets, textures, and verticality. It represents movement and action, an ideal space to charge energy without losing the rhythm.
The brand
Today, the mix of urbanism and gastronomy combine perfectly to create a vibrant experience adapted to the rhythm of people's lives.
The brand is urban and simple, easy to understand, like a map. The icon is a deconstructed bowl-shaped fish, which represents the geometry of cities, and it is joined by an uppercase typography with Asian features, which transmits modernity and dynamism.
