Named after the founder’s son, Ethan’s Gourmet is a premium grocer offering globally sourced, top-quality food products with strong ties to producers in Japan. With a strong emphasis on traceability, purity, and care, the brand has forged deep partnerships with trusted producers

The Vessel Studio was commissioned to develop a brand identity and packaging direction that reflect both the artisanal quality and personal story behind the business, while striking a balance between elegance, authenticity, and trust.

Ethan’s Gourmet is positioned as a contemporary gourmet grocer, one that values origin, integrity, and a direct connection between producer and consumer. The branding needed to express purity and freshness of ingredients, refined but not overly polished aesthetic. Our strategy leaned into a minimal yet expressive tone, striking a balance between premium and personal.

The logotype features a distinctive handwritten script, expressing a personal and human touch that reinforces the brand’s roots in family and craftsmanship. Paired with minimalist packaging and a monochromatic palette, the identity evokes a sense of refined simplicity that speaks to gourmet sensibilities while allowing the product to take center stage.