Binchotan (binchō-tan), a traditional Japanese charcoal, is renowned for its flameless nature, emitting intense heat without any odor while burning cleanly.

Initially conceived as the brand identity for a fresh Minneapolis-based yakitori and noodle food truck, the components crafted for this client were deeply entrenched in Japanese culture and aesthetics. Each aspect was meticulously crafted with the belief that it holds significance in the broader context. From the choice of colors imbued with spiritual and social connotations to the inclusion of symbolic elements like the pair of fish symbolizing unity, marriage, and abundance, every detail was thoughtfully curated to resonate with Japanese traditions and values.