Branding
Yasushi Sasaki
For Yasushi Sasaki, chocolate is more than a delicacy. It’s an art form. A master chocolatier rooted in both Japanese tradition and Belgian craftsmanship, Yasushi wanted a brand identity that embodies the balance of passion, precision, and simplicity.
The goal was to design a mark that feels personal, refined, and timeless. One that speaks as much to his artistry as it does to the universal language of chocolate.
The Concept
At the heart of the identity lies a stylised cocoa bean, formed by the elegant intertwining of Yasushi’s initials, “S” and “Y.” This mark is not just a logo, but a signature of mastery, symbolising his dedication to both craft and heritage.
The design draws inspiration from ‘shibumi’, the Japanese philosophy of understated elegance. Soft curves, balanced proportions, and minimalism all reflect the precision, lightness, and refinement that define Yasushi’s creations.
To deepen this identity, a submark logo was designed as a stamp, a direct nod to the Japanese way of communicating and sealing authenticity through simplicity.
