A vibrant brand identity for London’s ultimate Japanese wagyu burger and ramen joint.
We were commission by seasoned restaurateur Robin Leigh (Nobu, BondST, Busaba) and renowned Tokyo design studio Studio Glitt founded by Muramatsu Noriyoshi (Zuma, Roka) to bring the ICHIBUNS concept to life.
Working closely with Robin, his team and Studio Glitt, we created the ICHIBUNS brand from scratch, drawing inspiration from Japan’s culinary capital Hokkaido, Tadanori Yokoo’s psychedelic pop art and the country’s enduring cutesy culture of kawaii.
ICHIBUNS opened in London’s bustling Soho in summer 2017 to wide acclaim. And while we can’t take credit for the unique name (a play on ichiban, Japanese for ‘number one’), we share credit with the ICHIBUNS team for creating the crowd-stopping brand identity.
After defining the brand values, brand identity and distilling the brand story into a printed brand book – used to engage landlords and investors – we created bespoke packaging and menus for the venue, and went on to design and build the ICHIBUNS website.