Jiro, New York
Visual Identity

Identity design of a world-renowned sushi restaurant after moving from Tokyo to the Big Apple. The identity pays homage to arguably the most important task that attributes to the restaurant’s success—purchasing quality fish from the auctions at the Tsukiji Fish Market.

 

Tsukiji Fish Market—Jiro’s source of quality fish.

The deconstructed letterforms depict the cluttered environment and poor visibility of the Tsukiji Fish Market.