KUSHI Izakaya & Sushi — Summary

The Goal

The concept was inspired by Japanese pubs + eateries called Izakaya where people can share small plates and relax over drinks. We wanted to create a neighborhood hang out for all types of people — from the office worker on the way home, or a couple out on a date, to a group of friends before their big night out — surrounded with great food and libation.

The Process

The design principals were developed based on a founding ambition to modernize perceptions of Japanese cuisine set in a casual environment.

A look book was created—a nearly 300 pages of visual artifacts capturing the essence of Japan and its culture —to communicate with the designers and architects developing the space.

A brand identity system was created, deploying minimal graphic elements fusing eastern and western cultures together. The simplicity of the branding reflects the purity of ingredients and the simplicity of food we served.

To demystify the authenticity of Japanese cuisine to an American audience, we made efforts to translate in English and Japanese for most of the communication materials.

The Outcome

As a result designed a theatric dining experience achieved by the open kitchen surrounded by 28 counter seats where guests were able to see the food being prepared and served by the chefs.

CONCEPT DEVELOPMENT

Pitch deck content + design created for funding and leasing

VISUAL IDENTITY

Brand identity: creative direction + graphic design

Featured

SIGNAGE SYSTEMS + ENVIRONMENTAL DESIGN

Environmental graphics, exterior signages + interior design of space

Featured

Sketching of exterior signage design

Each wooden board —which inscribes an Izakaya menu item— is leaned against the window, surrounding the length of the restaurant facade. Each Japanese calligraphy was written by my sister directly onto a pine wood slat.

A theatric dining experience was achieved by the open kitchen surrounded by 28 counter seats which created a center stage to see the food being made and served by the chefs.

The space was accented with an oversized noren curtain and giant paper lanterns adding a dramatic atmosphere with exposed industrial ceilings, and Japanese antique artifacts.