The branding of Samurai Japanese Cuisine in Yerevan is based on the brand concept of samurai fish characters ready
to scarify themselves to serve the customers the freshest sushi and other delicious food from Japanese cuisine.
Our objective was to create a new brand identity that would attract new customers, especially young people
and opinion leaders who might be shocked by the identity.
The team came up with the idea of samurai fish who commit hara-kiri to satisfy their Emperors, i.e. their customers.
This unusual Japanese ritual and the peculiarities of Japanese cuisine inspired the designers to create four characters
of self-sacrificing fishes; Tuna, Shrimp, Octopus and the Conger.
A simple typographic solution has been given to the logotype of the brand. A Latin font was stylized to create a visual
connection with Japanese calligraphy and to pass on a taste of Japan.
To emotionally connect with the visitors and communicate the message of self-sacrificing fishes we created stories;
the philosophical thoughts of the master fishes.
Client: Samurai Japanese Cuisine
Art Director: Varduhi Antonyan
Illustrator: Varduhi Antonyan
Graphic Designer: Haykaz Khroyan
Copywriter: Milena Sarukhanyan
Photographer: Arnos Martirosyan