UMAI
Year 2023 – 2024
A selection of branding work I did as the lead designer for UMAI during my time at Omoté.
UMAI is an artisanal udon bar concept launched by Omoté. As the project lead, I developed the brand identity and marketing strategy for UMAI. From designing the logo to engaging customers and KOLs at our launch events, I witnessed the start-to-end process of bringing a concept to life.
Logo Design
Brand Identity | Art Direction | Graphic Design
UMAI’s mascot was chosen in relation to Omoté’s mascot – a polar bear. With a cute and friendly appearance, penguins exude a sense of playfulnesses that is captured in the logo design and various character interactions, creating a lively and enjoyable mood for the brand.
At the same time, penguins have short arms which invite them to slurp up their meals. This made it a perfect representation of the brand’s tagline – Slurp Happens.
Copy and Designs by Jeraldine Boh
A selection of pages from UMAI’s Brand Book
Colours & Graphics
Brand Identity | Art Direction | Graphic Design | Copywriting
As the first artisanal udon bar in Singapore to serve such a large array of modern Japanese fusion dishes, the adoption of a Western diner aesthetic was a unique twist and a strategic choice at representing the creative combinations of dishes offered at UMAI.
The choice of red is to symbolise the energy and versatility of the dishes. This is paired with beige to foster a warm and inviting atmosphere in the restaurant, and black to appeal to a younger audience and create a bold social media presence.
The versatility of our mascot allowed for creative and customisable elements in branding, such as sticker graphics, that were applied on various brand collaterals throughout the restaurant.
From the table presentation to the takeaway packaging, the consistent use of such graphics and tone of voice reflect the brand’s personality and create a memorable experience for customers.
Copy and Designs by Jeraldine Boh
See UMAI’s Full Brand Portfolio on Behance here
Menu Design
Art Direction | Graphic Design
A selection of pages from the menu I designed for UMAI. The dish names and descriptions were provided by Executive Chef Philip Christopher Miu.
Art Direction and Designs by Jeraldine Boh,
Menu Photos by Benny Loh (Studio Zeros) for UMAI
Merchandise
Art Direction | Graphic Design | Copywriting | Illustrations
To extend the brand experience beyond our culinary offerings, we introduced merchandise such as T-shirts, sticker sheets and enamel pins. This initiative serves as a tangible way for our customers to share their love for our brand.
By sporting our merchandise, they become proud ambassadors of the brand, sparking conversations and raising brand awareness.
Copy and designs by Jeraldine Boh, Photos by Bright Ong for UMAI
Website Design
Brand Identity | Graphic Design | Copywriting
This website design was created as part of the branding project I worked on for UMAI. The intentional use of diagonal lines and dynamic strips encourages the user to scroll and interact with the website pages.
At the same time, the use of sticker graphics create a sense of playfulness, while conveying the unique personality of the brand.
Copy by Tricia Tan & Jeraldine Boh, Designs by Jeraldine Boh
See UMAI’s Website here
Social Media
Brand Identity | Marketing Strategy | Graphic Design | Copywriting
Starting with a blank canvas, I conceptualised and developed the brand’s social media presence from the ground up, ensuring every visual element contributed to our brand identity in the digital landscape.
One of the methods deployed was to tap on Omoté’s existing customer base through collaborated posts and giveaways.
Copy and Designs by Jeraldine Boh
Pre-launch Event
Art Direction | Marketing Strategy
To promote the brand’s launch in Singapore, this event aimed to leverage on existing food creators to create buzz and excitement around our upcoming launch, and in the process increasing brand awareness.
As the lead, I coordinated various aspects of the event, from the selection of KOLs to the table presentation and photography style.
Photos by Bright Ong for UMAI
