Sharing the taste of happiness from Japan.

フユー チャー

The Brief

Future Canteen is an exciting brand new food-to-go concept by three founders who already have strong experience in hospitality, bars and food delivery platforms. With a focus on Japanese cuisine and street food concepts, they wanted to create a fast, fresh food concept with a dine-in experience and takeaway. Designed to be an everyday-of-the-week meal choice, playing true to its fast ‘n fresh Sushi, Bowls, Baos and Bubble Tea, they will give a new twist on Japanese that is inspired by pop culture and its people. Food served at Future Canteen doesn’t claim to be premium or pricey. Best of all, it’s food that makes you happy and of great value.

Challenges / Inspiration

Treated as an everyday-of-the-week meal option, the concept offers locals a taste of Japanese in a cool, designed aesthetic that captures future life in Japan back in the 80s. Straying away from the typical Harajuku, neon billboard signs and Japanese anime, the inspiration for Future Canteen is born from the height when Japan was the leading forefront of technology, electronic gadgetry and MTV Television culture.

A throwback to the future from the 80s with the appeal of the pre-internet era, the brand is a snapshot of what the future was considered to be like; a mashup with everyday life in the neighbourhoods and prefectures of Tokyo. Think locals cheering on their baseball team, Asahi beer in hand and sporting the latest tech gadgets from Sony Walkmans and Fuji Quickshot instant cameras.

Our Approach

Glued to the TV, MTV created the “cable generation” while the Japanese invented the Nintendo. Seeing the world through the Trinitron, we throwback to a time when life was analogue but the future was digital - transmitting MHz to a new generation via the airwaves. Inspired by the test transmission for TV, we overlay primary colours, bold stripes and shapes within a world of pixels and RGB to bring to life an aesthetic that is familiar yet refreshing, just like our food. With a subtle nod to 80s anime and VHS/Betamax, we capture life as we knew it back then - innocence, indulgence and pure escapism.

Outcomes 

Now open in Balaclava and rolling out in various IGA stores across Melbourne, shortly thereafter, Future Canteen is your fast, fresh and convenient Japanese, serving the tastiest everyday meals perfect for the hungry who live on the busy side of life. Bright, vibrant and bold, you’ll be mesmerised by the eye candy and delicious flavours straight out of Tokyo. Capturing the essence of Japanese 80s retro pop and a mashup of east meets west, you’ll be wanting to jump on the first plane out to Tokyo and taste the FUTURE. Get your Sushi, Bowls, Baos and Bubble Tea, all under one roof.

Made here, ready from Japan - today.

futurecanteen.com.au
@future.canteen