Amai is a traditional Japanese sweet business bringing forth Japanese confectionary to Melbourne in Australia.
It was born with an intent to introduce hand made sweets which has been traditionally passed down from generations. They are made in different forms and sizes with different ingredients and preparation method. Most of the sweets are available year round but some are seasonal.
Photography: Unsplash.
The name and distinct typography was created to stand out from its competitors. Amai translates to sweet in japanese which conveys the type of product sold by the business.
The typography used for the brand is Bon Foyage to make it look strong, different, and contemporary. The red flower with unbalanced petals represents the many forms in which Japanese sweets are handmade which often tends to be a little imperfect to give it a personality.
The colour red is the signature of Japan supported by the typography to represent tradition, culture and the country of origin.
