Souzai - Sushi & Sake

New Company Branding

Brand Identity
Restaurant Interior Banners
Staff Clothing

Branding Strategy:

Working closely with Robin Haas, renowned international culinary entrepreneur, we developed the brand identity for Robin's new sushi restaurant concept, Souzai - Sushi and Sake, an Atlantic City project backed by Phillip's Seafood. The branding platform was inspired by the Japanese word “Souzai”, a traditional form of Japanese home cooking. Robin wanted the look and feel to convey traditional Japanese design aesthetic. After creating a multitude of hand-drawn letterforms using a traditional Japanese ink brush, we refined what became the Souzai logo in a classic black and red color scheme. We also consulted on design for the signage, staff shirts, and even some aspects of the restaurant interior.