Fujiyama is an independent Japanese sushi and noodle restaurant in Brixton, London.

After nearly 20 years of serving Japanese food, Fujiyama approached Eighth Day to update their overall brand presence. With increased competition created by the tide of regeneration, the new brand identity needed to stand out from the many other new restaurants opening in the area.

We wanted to create a brand that communicated both a traditional and a contemporary Japanese style; a look and feel that would keep regular customers happy but also draw in the new affluent Brixton crowd. The logo is a custom, hand painted logo type, which takes inspiration from Japanese calligraphy. Set in a circle, it creates a strong reference to the Japanese flag, and the dark seaweed green and pale sushi pink colours connect the brand to the food.

To support the logo we chose a clean, modern, monospaced typeface to contrast with the traditional hand-painted logo. It was important that it worked well small on the menus, but also allowed us to use it larger for impact on applications like the website and signage.

We also created a series of patterns, inspired by Japanese woodblock prints, to tie the strong typography in with the logo. We took this style and developed illustrations and a custom map for the website and takeaway menus.

Fujiyama's online presence was something they were keen to improve on. We designed and developed a bold and confident one page website, ensuring that important information, such as opening times and location, was clearly visible.

The new site also gave Fujiyama space to display current menus and offers, gather email addresses for a newsletter and provide links through to their Twitter, Facebook and Instagram accounts.