Project Info

  • Branding

Fat Cow is a beef-specialty restaurant employing the Japanese way of picking, cooking and serving beef.

Drawing inspiration largely from the Japanese aesthetic— Wabi Sabi— with traits that include simplicity, economy, austerity, modesty and the appreciation of the ingenuous integrity of natural objects and processes, wood is used primarily as the platform of this brand communication. Non-uniformity and texture suggests the Wabi Sabi beauty of imperfection. The mark and the laser etching on the wood are reminiscent of the branding of cattle.