Branding and Art Direction

Shaping a Michelin star experience.
The Challenge
While San Francisco is only 7x7 miles, omakase-focused restaurants are a dime a dozen. Translated as "I'll leave it up to you" from Japanese, omakase gives the chef full reign on what the diner is served to create a truly masterful culinary experience. Chef Geoff Lee left it up to me to name and brand his concept, wanting to communicate choreographed excellence and his elevated dining techniques.
The Result
ju-ni was named simply after the number of seats in the restaurant. A 12-seat sushi counter. A truly intimate space. We created its identity with a custom, uniform type to achieve a delicate and harmonious balance, much like the ju-ni experience itself. For the brand, we kept the design minimal (but precise), allowing ju-ni's craftsmanship and ingredients to shine in the chiaroscuro-style photography.
Naming, Brand Positioning, Brand Identity, Art Direction
Photography: ju-ni SF 
Architect: Sarah Louie Roitman

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