Sa’Moto:
A playful take on modern fusion.
Date2020
LocationNew York, NY
Type#Branding #Typography #Hospitality #Packaging
An experimental collection by Chef Masaharu Morimoto.
Merging Asian flavors and Japanese techniques with American spirit. Chef Morimoto’s loyalty to the precision of Damascus steel knifes inspired our identity — the knife’s natural patterns are heroic. We extracted letters from unique Damascus patterns to create an organic and playful wordmark, reflecting Morimoto’s ever-evolving individuality and fluid ethos.
Japanese chefs believe our soul goes into our knives once we start using them. You would not put your soul in a dishwasher!
MASAHARU MORIMOTO, CHEF
Finding playful in the precise.
Using Morimoto’s favourite tool for inspiration, the main brand elements were born from the undulating, everflowing formations found on a Damascus steel knife. The wordmark was carved out of natural shapes found within the formations, while background patterns add texture and feeling.
