THE SALOON, a British-inspired cafe / bar / restaurant in Tokyo that still retains the industrial feel of London's original Covent Garden marketplace. The menu spans from modern British cooking with an emphasis on traditional homemade style to specialty beers and drinks from UK.

STUDIO NEWWORK has assigned to create the comprehensive brand identity system including logo, store card, coffee cup, paper napkin, receipt, and signage. Our solution was a classic typographic approach with a modern twist. While the apex of "A" in SALOON meets horizontally and it gives a sense of a secret traditional British pub, the contemporary lime green color represents a fresh, non-traditional side of British cuisine.