FUTURE CANTEEN
Japanese Eats:
Happy-to-go Food from Japan
Happy-to-go Food from Japan
Studio
BrandWorks—Melbourne,AU
Project type
Strategy, Branding Identity, Collaterals, Environmental Graphics
Strategist & Creative Lead
Michael Tan, Miranty Annisareta
Graphic Designer
Gift Wwararom
Project Manager
Michael Tan, Nathania Zuchri
2023
FUTURE CANTEEN is a new Japanese street food concept that celebrates the pop culture of Tokyo in the pre-internet era of the 80s. As QSR (quick service restaurant) food concept, it offers fast, fresh, and convenient Japanese for everyday dine-in or takeaway.
The brand pays homage to the nostalgia of an era by capturing the essence of Japan's lifestyle during its peak technological advancements and MTV Television culture.
Its aesthetic draws inspiration from MTV, Nintendo, Japanese ‘City pop’ music, and VHS/Betamax, unlike typical Japanese anime and Harajuku neon billboards, Future Canteen is a throwback to the future.
Positioned as an everyday meal option in the competitive Australian market, FUTURE CANTEEN offers fast, fresh, and convenient Japanese food for dine-in or takeaway. It aims to offer locals a taste of Japan that is "nostalgic cool," differentiating itself by focusing more on the specific time and place of the 80s than on traditional cuisine markers.
kiosk images courtesy of @FUTURE.CANTEEN
