New York

Brand Identity 

Client— Sukiyabashi Jiro
Instructor— Natasha Jen

Jiro Ono, an 85-year-old sushi master and owner of Sukiyabashi Jiro, runs a Michelin three-star restaurant. Even though he is one of the best chefs in the world, he thinks that he can never reach the perfection. Therefore, I use “imperfection” as a visual language to convey his spirit. 

- The law of closure -

People have the tendency to try to see the whole picture.
If there are gaps in between a figure, human brain will ignore it
and understand the bigger context. It will fill the gaps with information.


The theory is overlapped with the idea of how different Jiro
and other people seeing and thinking about Jiro’s craftsmanship.

Similar to Jiro’s craftsmanship, other people think his craftsmanship is perfect.
However, Jiro will still consider himself has not reached the perfect skill yet.

In branding system,
I imply incompletion as the metaphors of perfection in the brand’s visual language.

The reason I choose the red color as the brand’s color is that
his passion, energe and courage can be represented by the red color.