Brand Description
Kichi is a hypothetical Japanese full-service restaurant created to appeal to young professionals seeking an immersive and stylish dining experience. Offering a menu that combines authentic Japanese flavours with a modern twist, it is a go-to destination for social gatherings, date nights, or after-work meetups. The restaurant’s ethos revolves around its core values of authenticity, transparency, quality, sustainability, community, and experience, delivering not only exceptional food but also an inviting atmosphere that fosters connection.

Target Audience
Kichi is designed for young professionals in their mid-20s to late 30s who enjoy dining out and socialising in trendy, stylish venues. These individuals seek out restaurants that align with their lifestyle; they value strong design aesthetics, quality food, and expertly crafted cocktails, while gravitating toward spaces that deliver a memorable and engaging experience.

Brand Identity Concept
The visual identity of Kichi blends traditional Japanese cultural elements with a contemporary, playful design. A bold red palette, symbolic of strength, celebration, and good fortune in Japanese culture, creates a vibrant and distinctive brand presence. The Daruma doll, a symbol of good luck and perseverance, serves as a central motif, tying back to the restaurant’s name, Kichi—meaning good fortune.

Deliverables
The brand identity design includes a wordmark and pictorial logo, colour palette, menu design, signage, and promotional materials. These elements are unified by a cohesive visual language that celebrates Japanese culture while appealing to the modern sensibilities of the target audience. Realistic mockups bring the brand to life, offering a glimpse into the restaurant’s interior concept and overall feel, effectively capturing its stylish and inviting atmosphere.

Outcome
Kichi’s brand identity delivers a memorable, high-quality experience that resonates with the target audience’s appreciation for authenticity, quality, and style. The project exemplifies a thoughtful and strategic approach to brand identity design, seamlessly blending cultural inspiration with modern design principles to create a vibrant, distinctive, and lasting impression for the hypothetical restaurant.