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ICHIBUNS is a Japanese 鈥榣uxury fast-food鈥� restaurant in London鈥檚 Chinatown district. The brainchild of Robin Leigh, founder of BondSt, ICHIBUNS channels the creativity, music and culture that blossomed during Japan鈥檚 post-war 鈥楽h艒wa Era鈥� renaissance.

The restaurant鈥檚 eclectic interior was designed by Noriyoshi Muramatsu of Tokyo鈥檚 Studio Glitt, the design force behind London restaurant group Roka and Zuma.

鈥淓ntering Ichibuns, a pun on the Japanese term for 鈥榥umber one鈥�, is a little like stumbling into a hallucinogenic Japanese version of Alice in Wonderland.鈥� 鈥� 

Building on the original identity by , Pentagram has refreshed the visuals, messaging, website, and environmental graphics for ICHIBUNS. Like the restaurant, the new brand encapsulates the raw energy and excitement of the rockabilly-meets-diner culture that kicked and screamed its way out of post-WWII Japan.

At first glance, ICHIBUNS may appear to be a Japanese import. However, it is an innovative hybrid concept that takes inspiration from a myriad of places. To define the restaurant's unique offering, Pentagram developed new brand positioning for ICHIBUNS: 鈥榚xceptional Japanese soul food delivered with KAPOW鈥�. This was translated into a succinct yet evocative strapline 鈥楯apanese Super-Diner!鈥�, which has been applied across the identity. 

While the restaurant鈥檚 larger-than-life aesthetic attracted a lot of curiosity from passers-by, it was difficult to discern the food offering. Pentagram鈥檚 identity refresh establishes a cohesive structure among all of the madness. The new branding strikes a balance between playful and clear, it contributes to the restaurant鈥檚 character while allowing ICHIBUNS to convey its proposition to new customers.

Original Sh艒wa period imagery has been used to create a patchwork aesthetic that acts a kit of parts for applications ranging from menus to environmental graphics. Pentagram designed a series of icons depicting elements that are associated with both the preparation of meals and the customer-experience. They provide a sense of familiarity and intuitiveness to the new concept.