KUSHI Izakaya & Sushi — Summary

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 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.

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.