A brand workshop was convened at the beginning of our engagement, encouraging the client stakeholders to hone in on the brand attitude and define the creative principles that would guide the design approach. Focus was agreed as the heart of the brand attitude. From that a set of brand values evolved; authenticity, quality, innovation and respect.
The Fujiskai branding is designed to demonstrate this focus and represent a premium innovative refined dining offer. Respectful of cultural values, traditions and rituals, the branding intends to stand alone in its simplicity and reinforce the concept of innovative food as the hero.