Logo development for a Japanese cuisine restaurant “Matsu”. We need to consider the possibility of logo to be used overseas in the future. This is due to growing popularity of Japanese cuisine “Washoku”, which recently added to UNESCO's Intangible Cultural Heritage list.
“Matsu” is one of the few restaurants serving Japanese cuisine both in traditional and modern style. We needed to combine old and new elements in design. The name of the restaurant “Matsu” means “pine” in Japanese, so we used a pine motif in the logo. In Japan, pine trees planted beside the entrance column of traditional houses are called “monkaburi no matsu” and they have played an important role to represent the family since the old days. The logo was designed simply and in a stylish manner, depicting the high quality of the restaurant, and the hexagonal frame representing an auspicious turtle shell is used, wishing for a lot of customers.
Despite the recent trend of young people in Japan preferring to eat Western food and are less likely to go to Japanese traditional cuisine restaurant, “Matsu” succeed to remarkably increase young generation of customers. Foreign customers increased too and it became a very popular restaurant that is even very difficult to make a reservation.
Beacon Communications k.k.
JR Tokyu Meguro bldg., 3-1-1 Kami-Osaki, Shinagawa-ku, Tokyo 141-0021 JP