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Kaiyori

[2026]
Brand Design, Logo Design, Menu Design, Advertising Design

A brand identity project for a hypothetical Japanese restaurant selling Kaiseki meals.

Menus

Food Menu

Drinks Menu

Storefront & Delivery

Posters & Social Media

Business & Loyalty Card

Brand Identity

Color Palette

Typography

Patterns

Logo Compatibility

Logo System

<-- Portfolio

The Process

Ideation

The brand's purpose:
To effectively portray the authenticity of traditional Kaiseki meals in a modern setting

The brand's personality:
Vibrant, Bold, Friendly, Inviting

Potential consumers:
❖ Consumers who are looking for a unique Japanese dining experience
❖ Consumers seeking a friendly, modern Japanese restaurant
❖ Consumers curious about 'Kaiseki' and seeking traditional Japanese meals

Researching 'Kaiseki'
❖ Dynamic seasonal menu
❖ Multi-course experience
❖ Wholehearted hospitality
❖ Uses traditional cooking techniques to enhance high-quality ingredients, and highlights natural flavor

Restaurant Consumer Trends:
❖ Restaurant atmosphere & dining experience
❖ Being able to try new cuisines; Artisanal dishes
❖ Growing demand for healthier options on menus
❖ Viral trends; Foods that look great to post on social media
❖ Life-style content (healthy & enjoyable lifestyle)
❖ Casual Dining (High-Quality foods, Less formal setting visually)

The Restaurant needs a brand that conveys friendliness and adheres to modern appeal, while conveying the traditional values and importance of Kaiseki.

Drafting the Logo

Intitial Sketches

For the logo, I tried initially sketching a more playful take on the logo to be ‘friendly’, but I realized that I wanted a more traditional approach to the logo design, while still being modern to match the brand's personality.

Final Sketch

Eventually, I was able to create a sketch that appears modern yet traditional, and still looks friendly to potential customers. The logo is a rice plant, or 'Oryza sativa', ectruding out of a soup bowl with the lid on the side, to convey the art of traditional cooking.

Logo Design

Logo Typography

To make the name bold to stand out more, I drew out a unique 'k' design that makes the logo all the more recognizable. As for the typography, I used a script font adagescriptJF, and helvetica to portray a combination of tradition and modern.

Overall Design

The final design portrays elements and colors that makes it bold and resonating, with soft touches that make it comforting and friendly, adhering to the brand.

Logo Flexibility & Variations

A logo system was created for the logo to fit different forms of media and print, especially for the menu and advertisments. The logo and alternative logo is compatible to work against different colors.

Food Menu Design

Food Menu Sketch

For the cover of the food menu, I wanted to convey the hospitality of Kaiyori through the sketch I created of a chef serving a dish.

Food Menu Cover Draft

For my first draft of the menu, I realized that it was greatly lacking color and striking elements to make it memorable and bold. I also wanted to properly incorporate the logo in a way that it stands out.

Food Menu Cover Final Draft

The final draft of the menu properly conveys the title, with striking bold elements to make it a unique menu cover. It also conveys the cohesive color palette of the brand, with the addition of portraying the restaurant's hospitality.

Food Menu Inside Pages

I used procreate to draw a meal option for each section, to add creativity to the menu. The brand's pattern is also slightly visible for an artistic touch.

Food Menu Back

The back cover displays important information about the restaurant, with design elements being cohesive to the front page.

Drinks Menu Design

Drinks Menu Front & Back

The separate drinks menu incorporates the same design techniques as the food menu.

Card Designs

Business Card

The Kaiyori business card incorporates the pattern and menu design elements to match the brand's cohesiveness. The business card can be handed out to customers or potential business partners.

Loyalty Card

The loyalty card is a great way to have customers revisiting the restaurant to dine and receive discouts in return. The card is easily adaptable to change the restaurant's rewards.

Card Backs

Both cards have the same back design, displaying the name of the brand and the pattern.

Advertising the Brand

Illustrative Poster

The illustrative poster was designed to easily stand out to viewers using the design elements and illustrations of the brand. The poster also has the social media and website of the brand.

Posters/Social Media Posts

These set of posters are easily adapatable for physical and digital use on social media, advertising the brand and new additions to the restaurant.