Stationery development for a Japanese cuisine restaurant “Matsu”. Japanese cuisine “Washoku” is added to UNESCO's Intangible Cultural Heritage list and is gaining popularity worldwide, therefore we needed to consider the possibility of the oversea contacts. Our assignment was to design stationery to represent Japan to the world.
The logo of “Matsu” is developed from design of traditional Japanese family crest. We developed the stationery design to be simple to match the concept of the logo, combining old and new elements. With a touch of Japonesque in its design, we aimed to communicate the concept of the restaurant both within and outside of Japan.
Despite the recent trend of young people in Japan 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