nendo overhauls tumamigui sushi restaurant in tokyo with complete rebrand

nendo overhauls tumamigui sushi restaurant in tokyo with complete rebrand
image © jimmy cohrssen

japanese designer nendo was commissioned to completely rebrand and redesign the former sushi restaurant ‘sushiro’. now called ‘tumamigui‘, the name conveys a casual and unrestricted pick-and-eat style of dining, reflecting the ultimate luxury of being able to eat ‘whatever you like, however much you like, and whenever you like’. located in tokyo, the transformed space introduces the use of technology where customers can customize their orders, to their exact sushi requirements- all of which can be achieved on a tablet device. by improving the efficiency, the restaurant can respond to increased amount of orders and fulfill detailed requests more rapidly. 

restaurant exterior
image © jimmy cohrssen

highlighted in the new logo, cutlery and staff uniform, a graphic language is consistent throughout. from the small, ceramic pots for soy-sauce to coasters, chopstick sleeves and curtains- a curved, raindrop shape is seen in various places around the establishment and when put together, creates a flower-like shape. this flower form was derived by the idea of feeling free to ‘pick and eat’. meanwhile, other interior details include the neutral palette of colors illustrated and different furniture combinations used to deliver a more comfortable and unique dining experience.

image © jimmy cohrssen

image © jimmy cohrssen

the chopstick sleeves
image © akihiro yoshida

the raindrop shaped ceramic pot for the table
image © akihiro yoshida

image © akihiro yoshida

the pots form the flower shape
image © akihiro yoshida

image © akihiro yoshida

staff uniform
image © akihiro yoshida