A Seattle Legend Goes Small

Kai Market

Logo, Collateral & Signage

Uwajimaya is Seattle’s oldest and favorite Asian grocer. And Kai Market is their new boutique market concept, located in South Lake Union, also know as Amazonia. This specialty food store features local and international products and grab-n-go bites inspired by the sea. In addition to designing the logo, visual identity system and web experience, Turnstyle collaborated with the Uwajimaya team, Graham Baba Architects and Western Neon to design and install physical and digital signage for the store’s interior and exterior.

Client

Kai Market

Disciplines

Identity,

Digital,

Print

Website

kaimkt.com

Kai Market logo.

Logo and Visual Identity

The logo features a new mark and stylized typography, with a small endorsement from the Uwajimaya parent brand. While the Uwajimaya name lends credibility to this fledgling brand, it was important to make it clear that this isn't just a smaller version of the flagship store, but rather an altogether new concept. The design elements take their cues from Asian and Japanese aesthetics, but with a Seattle flavor — the goal being to evoke fresh, Pacific-inspired fare.

Navy apron with red trim featuring the Kai Market by Uwajimaya logo and wordmark.
Three Kai Market branded pattern designs in navy, mint, and red colorways featuring abstract brush strokes, fish scale, and dot motifs.
Kai Market by Uwajimaya branded tote bag featuring the logo and wordmark over a navy brushstroke graphic, photographed against a red background.
Red t-shirt featuring the Kai Market fish icon on the chest and a tonal fish scale pattern across the front.
Kai Market branded drawstring bag with a red and white brush stroke pattern, featuring a dark label printed with "Mochi Candy" and flavor varieties.
Hand holding a red Kai Market by Uwajimaya business card alongside a poke bowl and bento loyalty punch card.
Kai Market fish icon displayed as a glowing red neon sign against a dark background.

Signage

Collaborating with Graham Baba Architects is one of our favorite things, and Kai Market was another great opportunity to do so. Inspired by the scalloped pattern in the interiors, we used a semi-opaque fish-scale motif to create a privacy screen along one bank of windows to hide unsightly cabinet backs. We also designed the primary identity and wayfinding signs, plus promotional signs and digital menu boards.

Kai Market storefront window featuring a large fish scale pattern decal in white and metallic tones with the Kai Market wordmark at the bottom.
Kai Market store entrance with the red neon fish icon sign mounted above the doorway and the Kai Market wordmark displayed vertically on the adjacent wall.
Exterior view of the Kai Market storefront in Seattle's South Lake Union neighborhood, with the fish scale pattern window decals spanning the ground-floor windows of the modern building.
Street-level view of the Kai Market storefront with the illuminated wordmark across the building facade and the red neon fish icon sign visible to the left of the entrance.
Two Kai Market digital menu boards displaying the Eats Bar with daily hotplate and everyday item listings, and the Poke Bar with poke bowl options and weekly specials.
Kai Market store entrance with the red circular fish icon mounted on the exterior wall and the Kai Market wordmark above the glass door entrance.
Kai Market interior with the wordmark and directional arrow signage on a textured concrete column, with wood floors, industrial lighting, and the open market space visible in the background.
Kai Market branded A-frame sidewalk sign displaying store hours and kaimkt.com website URL, photographed against a red background.
Full-page desktop screenshot of the Kai Market website featuring the hero section with fresh seafood imagery, a Food & Beverage section showcasing Japanese beverages, prepared dishes, packaged goods, and fresh crab, with online ordering and catering sections at the bottom.
Full-page desktop screenshot of the Kai Market catering menu page featuring Bento Boxes, Sushi Platters, and Poke sections with item photos, descriptions, and pricing.
Kai Market visual identity guidelines document spread showing logo variations, typography, color palette, and pattern systems.

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