Restaurant Branding
2022, NoMad NYC
叶和 Towa
Brand identity development for a high-end Japanese cuisine restaurant, which stands in between izakaya & fine dining market.
Towa features a modern version of Kaiseki cuisine by cooking the taste loved by the locals in traditional Japanese cooking methods.
Role Graphic Designer / Visual Director / Project Manager / Photographer
Logo
Text
Goal was to design a modern, polished, yet approachable logo to attract local professionals. Simplicity with a unique serif grabs both the aesthetic and readability.
Icon
Used as an authentic mark of brand identity, inspired by traditional Japanese Tatami (畳) floor and alphabets of the name.
Primary
Base
Highlight
Menu
Book style design in combination of opaque and transparent papers with visualization of traditional Japanese cooking methods in patterns to emphasize the cuisine concept.
Faux Leather Binder 11 x 8.5 in.
Plike White
Ultra Smooth White
Vellum White
鍋物
Boiled
揚げ物
Fried
焼き物
Grilled
Storefront Sign
Introduction to aesthetics of Towa, supported by the natural materials and text design in Japanese Kanji to align with the cultural vibe of the restaurant.
叶和 = Towa
Wood Board 18 x 14 in.
Menu Box 9.5 x 12 x 1 in. with glass & lighting installation
Japanese Letter 4.6 x 5.3 x in. Round style 1/4” thick
Stained Glass Triptych
Three pieces together represent brand icon logo in aesthetic patterns.
Final pieces are installed by the entrance, facing the omakase bar.
