Shōjō

Shōjō is a Japanese izakaya located in an underground space of a historic building in Edmonton’s Brewery District.

The shōjō are mythical beings from Japanese folklore who live by the coastline, are always a bit tipsy, and tempt others with their potions of saké. With this mascot as the inspiration, we wanted to create the feeling of a seaside cavern, dimly lit with rock-like textures and patterns.

The material palette consists of natural earthtones – rock greys, soapstone, dark oak, and a deep burgundy. The graphic assets are built around the face of a shōjō mascot and a woodcut aesthetic that influences the logo and typography.