THE HEART OF JAPAN
TOKYO TOKYO
A brand and packaging overhaul to refresh the overall dining experience of this fast-casual Japanese restaurant.
In the social media craze of today, more and more brands are vying for the title of being "insta-famous." This was the goal of the popular Filipino fast-food restaurant, Tokyo Tokyo. Along with JJA Bespoke Architecture, we were asked to refresh the previously outdated and uninspired brand to be something that would resonate with the millenial and Gen-Z clientele. More specifically, The Tokyo Tokyo team wanted the new identity to encourage patrons to snap photos and share them on their own social media feeds.
As an already established eatery, it was decided that certain cornerstones of the brand identity, such as the iconic red and remnants of the logo needed to stay in tact. With this in mind, we brought new life and dynamism to the brand by introducing an electric blue to the color palette and traditional Japanese patterning. Another key element added to the design was vintage Japanese photography and textures, which we styled in grayscale, and monotone red and blue. Finally, in an attempt to move away from the brand's previously ultra-dark and moody style, we art directed a new food photoshoot with bright backgrounds and playful lifestyle props. While some items such as business cards, coupons, and packaging labels were kept simple with single colors and patterns, we pushed the design of other pieces such as menus, flyers, posters and informational screens by layering the various design components and employing them as a subtle border around the newly captured photography.
As an already established eatery, it was decided that certain cornerstones of the brand identity, such as the iconic red and remnants of the logo needed to stay in tact. With this in mind, we brought new life and dynamism to the brand by introducing an electric blue to the color palette and traditional Japanese patterning. Another key element added to the design was vintage Japanese photography and textures, which we styled in grayscale, and monotone red and blue. Finally, in an attempt to move away from the brand's previously ultra-dark and moody style, we art directed a new food photoshoot with bright backgrounds and playful lifestyle props. While some items such as business cards, coupons, and packaging labels were kept simple with single colors and patterns, we pushed the design of other pieces such as menus, flyers, posters and informational screens by layering the various design components and employing them as a subtle border around the newly captured photography.
While the architectural team was focused mainly on revamping the flagship store, we created a guideline for the new visual elements to be applied consistently across assets in the 60+ Tokyo Tokyo venues. Our team was also able to advise on the design of new uniforms which incorporated a more modern look and carried through the new brand look and feel.
With a bright, new approach to photography, a refreshed color scheme and a dynamic layering technique, this brand received the revival it needed to become a hot social media sensation.
