Rooftop sushi bar, self-initiated
One mark stretched across a rooftop bar, a juice line and a takeaway box, without becoming three brands.
A rooftop sushi bar, a cold-pressed juice line and a takeaway box are three different purchases made in three different moods. Each has to be told apart at a glance, on a facade, on a shelf, in a paper bag, and none of them can afford to look like it came from a different company.
The identity is a single X: crossed chopsticks carrying four icons, a fish, a sun, a heart and a cocktail glass. The menu, the roof, the welcome and the bar. The lockup never changes; only the colour under it does. Chocolate and ceramic for the bar, seaweed for the beverages, mango for the boxes, so colour does the dividing and the mark does the uniting.
Four icons on crossed chopsticks: fish, sun, heart, glass.
One lockup, three grounds. Colour separates, the mark unites.
A seigaiha wave that holds embossed, printed or flat.
Signage, cards, and a loyalty card stamped with its own fish.
Four icons hung on crossed chopsticks: the fish for the menu, the sun for the roof, the heart for the welcome, the glass for the bar. Reduced to a lit disc on a facade it still reads as all four, and at loyalty-stamp size a single one of them carries the whole brand.
Wordmark alone, mark above wordmark, wordmark above mark. Three arrangements for three situations, a bar menu, a bottle label, a box lid, each holding the same proportions. They read as one signature written three ways rather than as three logos.
The seigaiha wave runs underneath everything as the brand's texture. On the takeaway box it is embossed rather than printed, so the pattern is in the light before it is in the ink: mango on white board, the lockup reading Sumo Sushi Box.
Cold-pressed organic juice, 250ml, labelled seaweed against mango. It carries the full lockup and the same wave, but the colour flips: the bar's warm neutrals would have made it look like merchandise from the restaurant instead of a drink you buy on its own.
Business cards on ceramic and chocolate with the wave sitting under the type, and a membership card that stamps itself with the mark's own fish: ten meals, the tenth free. This is where the identity pays for itself, because the icon people collect is the icon on the door.
