TSUKIRO

An identity and a prepaid booking for ten seats, one sitting a night.

Sector
Fine Dining
Location
Geneva
Year
2025
Scope
Naming | Identity | Print | Booking | Launch
01 / Brief

How do you explain omakase to Geneva before the guest sits down?

A chef opening his first restaurant outside Japan. Ten seats, one sitting a night, a prepaid menu, and guests who had never heard the word omakase.

02 / Strategy
Audience

Bankers, diplomats and food travellers; half have eaten in Tokyo, half have never had omakase.

Position

Ten seats, one counter, one evening. The chef's hands are the brand.

Voice

Calm and instructive. What to expect, when to arrive, what is served.

← ShowRitual →↑ Fusion↓ Edomae
Hotel Japanese
Sushi bars
Kaiseki
Tokyo counters
TSUKIRO
Positioning: where TSUKIRO sits among the alternatives its clients already know.
Hinoki
Sumi ink
Washi
Seal paste
Moodboard: the materials the identity is built from.
03 / Identity
Square the stamp, pressed each nightMoon tsuki, the eveningLine the edge of the counter
TSUKIRORoute B · set aside
A fish. Accurate, and it made a ten-seat counter look like a takeaway.
TSUKIRO
Shippori Mincho, spaced like a seal impression; Latin and kanji share one baseline.
TSUKIRO
Primary lockup
TSUKIROOmakase · Genève
Stacked, with descriptor
The mark alone, for small sizes
Hinoki#E9DCC3
Counter, menus
Sumi ink#1C1B19
Stamp, type
Shari white#F7F4EE
Paper
Seal red#A8322B
The date stamp
Display · Shippori MinchoAaKinmedai, aged six days.
Text · ManropeAaOne sitting at 19:30. Please arrive ten minutes early; the first piece is served at the counter's edge.
Chūtoro, aged five days
Chūtoro, aged five days.
Tonight's menu, stamped with the date
Tonight's menu, stamped with the date.
The noren at the door
The noren at the door.
The stamp, carved from boxwood
The stamp, carved from boxwood.
Gift card in a washi envelope
Gift card in a washi envelope.
The chef's hands
The chef's hands.
04 / Digital
The site, in use.
Home page.
Home page.
One page, one action.
The booking or enquiry, step by step.
Prepaid booking

Paying at booking ended no-shows in a room with ten seats.

The evening explained

Arrival time, length and etiquette sit beside the calendar.

Gift cards

An evening can be given, with a card in a washi envelope.

05 / Launch

Eighteen weeks from the chef's first visit to Geneva to the first evening at the counter.

Discover
Name
Identity and print
Booking site
Opening
W1W5W9W13W17
  • LivePrepaid booking with deposits
  • LiveWebsite in English and French
  • LiveNightly menu cards and date stamp
  • LiveNoren and counter details
  • LiveGift cards and envelopes
  • LiveSake list
  • LiveReceipts and bags
  • LiveListings in maps and guides under the new name
With us on the project
Naming, identity, website
ASFARI
Photography
Food photographer
Copywriting EN, FR
Copywriter
Development
Front-end developer
Stamp
Seal carver
Noren
Textile studio
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