Brand identity for the restaurant Miyabi Uni.
Miyabi Uni was a new Japanese restaurant in Torrance and its partners approached me with a need for a logo and brand identity, and quickly.
The client asked for a symbol of the sea urchin that would represent the Japanese heritage (incorporating the Japanese character for “miyabi”), while being modern and memorable. Their most important objective was that the logo would be easily recognizable as their brand.
I researched the meaning of the Japanese character they gave me, and used Chinese calligraphy to paint a few versions myself before we settled on a particular typeface to carry the character. I also hand-sketched several versions of the sea urchin before taking the design to Illustrator to design a cleaner, simplified and modernized sea urchin.
Taking their brief, inspiration images, and previously rejected designs into consideration, I was able to mock-up four initial versions in two days, eventually perfecting the final logo from their favorite concepts.
The client was so happy with the logo that they tasked me with designing their menu, business card, website and social media assets. The result is a branding system that is consistent throughout their digital presence and on-ground through prominent signage at the restaurant.
I was the sole designer on the project, working directly with the four partners as they raced to meet their restaurant launch deadline. I used Adobe Illustrator for most of the project, but used InDesign for the menu layouts.