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Fujimamas Restaurant
Iconic Tokyo Restaurant
The identity consisted of the logomark, business, calling cards, office forms, menus, uniforms, a style guide and the interior architecture of the space. The mark reflects a western design approach and type treatment in combination with the Japanese elements of a mountain and a moon. The success of the brand is reflected in a 12-year run for the restaurant and international franchising of the concept.
I was asked to create a comprehensive brand/identity for a progressive Asian-Fusion cuisine restaurant located in the ultra hip neighbourhood of Harajuku in Tokyo.
Signage, Collateral, and Interior Architecture
The restaurant reflects both the hip upscale fashion district for 20–35 year olds in which it is located as well as the increasing foreign presence looking for new world wines, comfortable atmosphere and accessible cuisine. The name was conceived by the chef as a tongue in cheek expression of East meets West fusion cuisine with an emphasis on “accessibility” and “style”.
I was asked to create a comprehensive brand/identity for a progressive Asian-Fusion cuisine restaurant located in the ultra hip neighbourhood of Harajuku in Tokyo.
Corporate Identity
Fujimamas Restaurant
Main Identity
Used in collateral, signage and uniforms. The square elements are reiterated as a theme in the dishes, the floor design of the entrance way and throughout the interior.
Secondary Identity
Used in internal documents and forms, and as a design element for menus, special invitations and other applications where the main identity would seem heavy-handed.
Type Treatment
Used in internal documents and forms, and as a design element for menus, special invitations and other applications where the main identity would seem heavy-handed.
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