I branded and developed a grassroots campaign for a joint ramen noodle and sushi restaurant concept. The idea here is pretty simple: a customizable sushi and ramen joint making the tastiest and most authentic dishes possible from your choice of fresh ingredients. Think the build-your-own burger concept translated to accommodate Japanese cuisine imports — with maybe a little more focus on Japan and a little less on fast-food. Rounded corner square motifs and restaurant layout draw inspiration from a 1960s Japanese architectural style called metabolism that focused on modular and organic design. The brand voice is simple and straightforward but with a bit of tongue-in-cheek wit, creating a refined yet fun environment. The overall goal was to spruce up the usual kitschy Asian restaurant aesthetic with some hard-edged Americana to create a unique experience.
