For the fourth year in a row, we handled branding for Yatai, the fast-growing Japanese street food festival. For the second pandemic edition of the festival, the goal was to give visitors the "feeling of Japan" without leaving Montreal; the event therefore took the form of an entire week dedicated to Japanese culture.
To highlight and promote it, we opted for a minimalist, colourful approach inspired by the widely beloved sakura flowers, which symbolize the end of winter and the coming of spring. Since Yatai was transformed into a Japanese culture week for its fourth edition, we also based our design on the imagery of paper Asian calendars (Chinese and Japanese).
Since 2018, the Yatai festival has contributed to the promotion of Japanese culture in Montreal and Quebec. During three days packed with activities, concentrated primarily in the Mile End neighbourhood, Yatai reaches more than 15,000 people each year who are curious about Japan and eager to learn more about its culture.