Bay Nine Omakase
Developing a consumer facing identity that harnessed the combined heritage of both the traditional Omakase offering and Head Chef, Tomoshiro Marshall Oguro's own personal flair.
Services Engaged
Project Details
Tasked with creating a modern, yet culturally respectful identity for up-and-coming fine dining restaurant, Bay Nine Omakase.
The Client
Bay Nine Omakase is a premium Japanese restaurant, located within the iconic heritage building, Campbell's Stores.
Heritage; Owned and operated by The Venues Collection, it was imperative that we incorporated the collective’s strict ethos of exquisite service and high quality food and beverage, whilst incorporating a modern and culturally respectful brand, relevant to it's desired audience.
Inspired; Secondary elements are inspired by the exterior patterns of fish available on the menu. By focusing on a portion of the detail, the identity invites curiosity, much like the nature of Omakase.
Brand Coherence; above and beyond the usual, we provided additional assets in order to apply the Brand at every touchpoint, including cutlery and menu design.
Located within the 9th bay at Campbell’s Stores, the building’s premium heritage seeps into the very aesthetic of the space, through the visibility of the original sandstone building materials, exposed timber beams and original hardwood floors. Our overarching Creative Strategy was to infuse the ‘old and the new’, and create a sleek, versatile Brand Identity that pays homage to it’s heritage, while showcasing it’s young, leading talent.
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The Brand’s Secondary Elements are inspired by the exterior patterns of fish, favoured by the Head Chef and primarily used within key dishes on the menu. By focusing on a portion of the detail, these assets invite curiosity, much like the nature of Omakase. The assets are used sparingly throughout the brand, complimenting the minimalistic and modern aesthetic.The brush line approach references traditional Japanese calligraphy.
As Bay Nine Omakase is a physical offering, we developed a suite of Branded collateral to further enforce a wholistic experience for consumers, when seeing the Brand in day to day life. As Campbell’s Stores is a heritage listed building, we were forced to work with harsh restrictions on what we could and could not implement, which led to the implementation of the glass back behind the Chef’s counter, and the application of the Brand Mark. Working closely with the Client, we were engaged to consult on how the Brand could be implemented in Venue, to create a true Brand activation for all consumers dining within the space. We activated the usual touch points such as menu collateral and dining additions, alongside more custom elements including the backing glass and counter top.
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Brand Coherence; above and beyond the usual, we provided additional assets in order to apply the Brand at every touchpoint, including cutlery and menu design. We keep to a minimalist aesthetic in our application of the brand for mediums as we continue to push the concept of ‘Culinary Curiosity’ throughout our brand application. We continue to keep the brand obscure. We work to structured grids, referencing traditional Japanese design in order to keep the content hierarchy balanced and original.
Through implementation of the Secondary Elements, finely selected Brand colours, and defining Logo, we were able to create powerful and resonating content, that remained true to the sleek and modern styling of the Brand.
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