OVERVIEW
Elevating tradition into a memorable contemporary brand.
Yui Marlu is a Japanese home-style restaurant located in Fair Oaks, California. It offers comforting traditional Japanese meals in a warm, inviting atmosphere. The goal of this rebranding project is to elevate the restaurant's identity with a system that feels both authentic and contemporary, making the brand more memorable. I led the entire rebranding process, including brand strategy, visual research, logo design, menu design, packaging design, and application designs across print and digital touchpoints.
RESEARCH & STRATEGY
Defining the brand direction.
The target audience includes local families, and Japanese-Americans who appreciate comforting traditional meals in a warm atmosphere. Doing research and strategizing, also developing visual identity, and designing applications shaped the rebranding direction in order to balance authenticity with modern appeal. A style that is cozy yet is refined resulted from these guiding, customary, contemporary elements. The brand voice is warm, respectful, along with inviting. This reflects a mindset of people valuing cultural heritage alongside memorable meals.
VISUAL DIRECTION
Minimalist geometry meets traditional symbolism.
The Yui Marlu logo combines minimalist geometry with traditional symbolism, reflecting the brand’s fusion of authenticity and simplicity. The bold red fish, constructed with angular shapes, symbolizes freshness and cultural identity, while the black strokes forming a house-like frame evoke a warm, home-style atmosphere. This visual direction emphasizes clean lines, negative space, and contrast balancing traditional Japanese aesthetics with a modern, graphic sensibility. It sets the tone for a brand experience that is both welcoming and visually refined.
