Saboten Shokudo

Branding, Illustration

Saboten is a local Japanese casual restaurant that serves a variety of inexpensive Japanese dishes. The brand’s existing identity produced an already well-known culinary experience, so the updated identity must retain the qualities of the current logo to maintain the familiarity. The solution is to create an icon that inspires a sense of playfulness to catch the attention of younger audience.

We strayed from the traditional motifs to embrace a more modernist approach. The updated identity brings in a more jovial and energetic version of the previous through the pared-down lines and friendlier sans-serif type. The logo is bold enough to work as a storefront sign, while also functioning at the smaller sizes on a variety of applications.