Perched atop the historic OWO building overlooking London’s skyline, The Creative Restaurant Group needed help with the creation of an identity to match the impressive and unique location of a then-still-nameless Japanese restaurant.
Sector
Hospitality
Services
Brand strategy
Brand identity
Print design
Copywriting
Website design & development
Overview
With Michelin-starred chef Endo Kazutoshi at the helm, Kioku by Endo is all about sharing memories and connecting cultures. Endo’s narrative is a fascinating blend of his roots in Japan, his experiences in Spain, and his current life in London, and we are proud to be part of his journey.
With a clear vision in front of us, we set out to create a brand identity that is not only as deliberate and refined as its remarkable menu but also tells a quite personal story.
“The Hideout went to great lengths with their research program which included name finding for both sites, concept development, tone of voice and a variety of brand assets to compliment the story behind such an emotionally lead concept. The Hideout went above and beyond to meet the criteria required, we now have a beautiful brand that we are incredibly proud of and felt completely supported with during the brainstorming, planning and execution of the Kioku brand process. “
Lara Merefield, Head of Marketing
Crafting ‘Kioku by Endo’
There were two venues to be branded for the project — the ground floor bar and the rooftop restaurant. Having two venues with different purposes meant the brand itself needed to create space for both to sit within its identity coherently and consistently. It was crucial that the design concept and overall system were flexible, allowing for a multitude of applications across various materials.
After a thorough research phase and a lengthy naming process, which included conversations with Endo, the name ‘Kioku’ was agreed upon. Meaning ‘memory’ in Japanese, it embodies everything we want the brand to stand for: Traditional Japanese roots, deep storytelling and shared experiences.
Inspired by Japanese calligraphy, we created a custom hand-drawn logo that, just like the century-old handmade craft itself, becomes timeless. With the addition of the tagline ‘by Endo’, the wordmark becomes a signature of authenticity, almost like a seal of approval from Endo himself.
Embracing Japanese Craftsmanship
Following the path of tradition, we continued to weave subtle nods to Japan and its crafts into the visual identity. Both physical and digital aspects of the project pay homage to exactly that.
But developing a brand doesn’t stop with the aesthetic — it is just as much about authenticity and the customer’s perception when interacting with the brand in real life. So our design team spared no effort really sinking their teeth into the research of Japan’s history and its traditional crafts, like papermaking and book binding, and in turn have created a library of materials that the physical aspects of the brand are made out of.
It is small details that tell Endo’s story — details like the ‘butterfly joint’ that is to this date still used in traditional Japanese joinery craftsmanship and can be found within the interior design of the restaurant. Taking an element like this and combining it with the carefully selected speciality paper stock the menus are printed on ‘Kioku by Endo’ ‘s brand seamlessly blends functionality with cultural heritage.
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