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Where Japan Meets Colombia: A Bold Fusion of Cultures

Branding 

This project blends popular aesthetics from Japan and Colombia into a unique graphic identity. Inspired by an iconic Colombian record label, we developed an original typography that connects tradition and modernity, creating an authentic and bold visual identity.

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It all began withn an illustrated dream

It all began with a dream—to create a place in Paris that embraced culinary, aesthetic, and cultural traditions, immersed in the rhythms of cumbia. A space to share with friends, appreciate music, and take a pause from the fast-paced life. This dream was magnificently illustrated by Laura Ortiz, a Colombian artist, who brought to life the brand’s dreamlike essence through her art.

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@Somadifusa

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Izakaya Tropical

Shuzo is a vibrant and bold tavern, filled with gastronomy and pulsating sounds. The atmosphere is festive, with easy-to-enjoy dishes that blend Japanese culinary expertise with the rich diversity of Colombian influences. A night at Shuzo is a crossroads between the bustling energy of a Tokyo izakaya and the warm, lively rhythms of a bar in Cali or Cartagena.

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Exploration 

We draw inspiration from the rich visuals of Latin American popular graphic culture: its vibrant colors, expressive calligraphy, and spontaneous spirit. The tradition of hand lettering, with its imperfect yet lively character, merges with the precision and balance of Japanese aesthetics, where every stroke is intentional and every detail matters.

 

We see Japanese tradition not only as a visual reference but as a way of shaping the experience itself—the ritual in dish preparation, the meticulous attention to ingredients, and the harmony in the arrangement of every element. This fusion of influences led us to a graphic identity that encapsulates the essence of Shuzo: a space where gastronomy and music converge in a sensorial celebration.

Sonolux

As part of our exploration, we unearthed the logo of Sonolux, a legendary Colombian record label founded in 1949. Known for its role in preserving and popularizing the country’s folk and tropical music, Sonolux was instrumental in shaping the sound of Colombian cumbia, vallenato, and porro. Inspired by its distinctive lettering, we embarked on a journey to design our own custom typeface, capturing the spirit of that musical heritage.

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The construction

Although our typeface began as an homage to the originality of Sonolux’s lettering, the exploration process gradually revealed its own path. We refined the angles of the stems, the curvature of the corners, and the finishing details, shaping a typeface that is both original, tropical, and modern.

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