To build a refined, contemporary Japanese dining identity that elevates SUMI Robata Bar beyond a neighborhood restaurant and establishes it as Chicago’s premier destination for charcoal-grilled cuisine.The goal was to translate the spirit of robata precision, heat, craftsmanship into a holistic brand system that feels modern, minimal, and rooted in Japanese tradition.Branding needed to unify all consumer touchpoints: visual identity, signage, menus, packaging, environmental graphics, digital presence, and photography direction.
I designed a complete brand identity system inspired by elemental Japanese aesthetics, charcoal, smoke, simplicity, and restraint.The visual direction balanced modern minimalism with authentic robata sensibility, creating a tactile, sophisticated atmosphere that amplified the restaurant’s culinary point of view.
The new identity transformed SUMI Robata Bar into a visually memorable and culturally authentic dining destination.The unified design system elevated brand perception, enhanced the guest experience, and created an atmosphere that matched the chef’s craftsmanship and culinary philosophy.
