Chef David Myers approached us to brand his latest restaurant startup: a small organic cafe featuring a line of local cold pressed juices in Tokyo, Japan. We started with a concept, then naming, logo and package design. 72° is a perfect temperature. It describes the beautiful, perfect weather of Southern California and embodies that fresh, clean, clear state of mind. It is a pure, perfect state of wellness. 72° stands for a healthy, active lifestyle that is simple and smart, but has the progressive and youthful energy of Southern California beach culture that David has brought to the Japanese market.