Upmarket

I was approached to create the identity for an upcoming store located in the heart of Buenos Aires’ Chinatown. The owner’s main request was a modular system for the physical space, designed to organize a wide variety of products. As a goods shop offering many different objects, order and structure were essential to keep the store feeling clean and visually balanced. The concept behind the store is affordable trendy objects, mostly imported from different parts of Asia. With this in mind, I developed an identity that feels clean and structured, while introducing elements that intentionally break that structure, adding color, contrast, and a sense of fun. Creating and disrupting order through calculated decisions became the core design strategy. The main character is inspired by a Japanese businessman, symbolizing structure and discipline, but reinterpreted with bunny ears to convey the brand’s playful, quirky spirit. The identity draws strong inspiration from Japan, with typography and graphic elements carefully chosen to reinforce that cultural influence and overall atmosphere. Creative direction and design: Kevin Odermatt. Illustrations: Mavi Habil.