Shaping a Michelin star experience.
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.
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