Rebranding Design
Individual Project
UI/UX Design
Rebranding Design
Individual Project
UI/UX Design
Rebranding Design
Individual Project
UI/UX Design
Project Overview
Role
UX/UI Designer
Timeline
3 months, 2023
Target Audience
People who like to eat traditional Japanese food
Tool
Figma / Photoshop / illustrator
Mentor
Professor Raina Maes
Challenge
Utzutzu offers a prix fixe omakase-style "Chef's Choice" dining experience. Chef Nonaka selects the freshest seafood delivered from Japan daily, making each evening's meal unique. Utzutzu is a hidden gem located upstairs through an unmarked doorway. Utzutzu is traditional and does not have a website.
Goals
Create a new brand for the restaurant and design an ordering app and website for tablet and desktop use.
Project Overview
Role
UX/UI Designer
Target Audience
People who like to eat traditional Japanese food
Tool
Figma / Photoshop / illustrator
Challenge
Utzutzu offers a prix fixe omakase-style "Chef's Choice" dining experience. Chef Nonaka selects the freshest seafood delivered from Japan daily, making each evening's meal unique. Utzutzu is a hidden gem located upstairs through an unmarked doorway. Utzutzu is traditional and does not have a website.
Goals
Create a new brand for the restaurant and design an ordering app and website for tablet and desktop use.
Research
Research
This Japanese restaurant usually has only six seats and can accommodate up to 7 guests. Only two groups of guests (12-14 people) are accepted per night; generally, you need to book one month in advance. The ingredients are all sashimi that is air-freighted and fresh from Japan. It is $125 per person. Not accommodate vegetarian guests.
This Japanese restaurant usually has only six seats and can accommodate up to 7 guests. Only two groups of guests (12-14 people) are accepted per night; generally, you need to book one month in advance. The ingredients are all sashimi that is air-freighted and fresh from Japan. It is $125 per person. Not accommodate vegetarian guests.
There is no restaurant sign, but you will know you are in the right place once you go up the stairs.
Guests can sit in a small lounge area while they wait to be seated.
They have a sushi bar that seats six people. It gives a more personal experience to guests with the chef.
The staff's service is excellent. They pay attention to the details like they way they fold dinner napkins.
The menu has a good variety of dishes to keep them attractive.
Dining environment
About Food
After being seated, the chef will introduce guests to the fresh ingredients used to prepare their dishes.
There are 15 dishes, including 25 pieces of sushi. All sashimis are very fresh, soft.
The six sake courses match well with the sashimis and are interspersed during during the meal.
All the sushis are handmade at the bar and presented on beautiful white ceramic plates that makes them look delicious.
There is no restaurant sign, but you will know you are in the right place once you go up the stairs.
Guests can sit in a small lounge area while they wait to be seated.
They have a sushi bar that seats six people. It gives a more personal experience to guests with the chef.
The staff's service is excellent. They pay attention to the details like they way they fold dinner napkins.
The menu has a good variety of dishes to keep them attractive.
There is no restaurant sign, but you will know you are in the right place once you go up the stairs.
Guests can sit in a small lounge area while they wait to be seated.
They have a sushi bar that seats six people. It gives a more personal experience to guests with the chef.
The staff's service is excellent. They pay attention to the details like they way they fold dinner napkins.
The menu has a good variety of dishes to keep them attractive.
Dining environment
About Food
After being seated, the chef will introduce guests to the fresh ingredients used to prepare their dishes.
There are 15 dishes, including 25 pieces of sushi. All sashimis are very fresh, soft.
The six sake courses match well with the sashimis and are interspersed during during the meal.
All the sushis are handmade at the bar and presented on beautiful white ceramic plates that makes them look delicious.
Concept Development
Competitor Analysis
Sushi Jin is a new restaurant, so its decoration is more modern and in line with young people's style sense. For example, they have a store sign, and the dining space is bigger than the others.
The seats for Sushi Jin and Tancho Japanese Restaurant are lined up, so the chef's line of action is too long when communicating with guests.
Utzutzu is more traditional and does not have a website, and the other two have websites.
Utzutzu differs from the other two restaurants in that it follows authentic traditional Japanese cuisine. Customers can communicate with the chef at any time and are served by a waiter, allowing them to dine in a completely relaxed environment.
The unique thing about Utzutzu is the fresh sashimi from Japan daily, which is different from the other two restaurants. So, Utzutzu's ingredients and taste reflect authentic Japanese style.
Sushi Jin is a new restaurant, so its decoration is more modern and in line with young people's style sense. For example, they have a store sign, and the dining space is bigger than the others.
The seats for Sushi Jin and Tancho Japanese Restaurant are lined up, so the chef's line of action is too long when communicating with guests.
Utzutzu is more traditional and does not have a website, and the other two have websites.
Utzutzu differs from the other two restaurants in that it follows authentic traditional Japanese cuisine. Customers can communicate with the chef at any time and are served by a waiter, allowing them to dine in a completely relaxed environment.
The unique thing about Utzutzu is the fresh sashimi from Japan daily, which is different from the other two restaurants. So, Utzutzu's ingredients and taste reflect authentic Japanese style.
Competitor Analysis
Sushi Jin is a new restaurant, so its decoration is more modern and in line with young people's style sense. For example, they have a store sign, and the dining space is bigger than the others.
The seats for Sushi Jin and Tancho Japanese Restaurant are lined up, so the chef's line of action is too long when communicating with guests.
Utzutzu is more traditional and does not have a website, and the other two have websites.
Utzutzu differs from the other two restaurants in that it follows authentic traditional Japanese cuisine. Customers can communicate with the chef at any time and are served by a waiter, allowing them to dine in a completely relaxed environment.
The unique thing about Utzutzu is the fresh sashimi from Japan daily, which is different from the other two restaurants. So, Utzutzu's ingredients and taste reflect authentic Japanese style.
Sushi Jin is a new restaurant, so its decoration is more modern and in line with young people's style sense. For example, they have a store sign, and the dining space is bigger than the others.
The seats for Sushi Jin and Tancho Japanese Restaurant are lined up, so the chef's line of action is too long when communicating with guests.
Utzutzu is more traditional and does not have a website, and the other two have websites.
Utzutzu differs from the other two restaurants in that it follows authentic traditional Japanese cuisine. Customers can communicate with the chef at any time and are served by a waiter, allowing them to dine in a completely relaxed environment.
The unique thing about Utzutzu is the fresh sashimi from Japan daily, which is different from the other two restaurants. So, Utzutzu's ingredients and taste reflect authentic Japanese style.
Competitor Analysis
Sushi Jin is a new restaurant, so its decoration is more modern and in line with young people's style sense. For example, they have a store sign, and the dining space is bigger than the others.
The seats for Sushi Jin and Tancho Japanese Restaurant are lined up, so the chef's line of action is too long when communicating with guests.
Utzutzu is more traditional and does not have a website, and the other two have websites.
Utzutzu differs from the other two restaurants in that it follows authentic traditional Japanese cuisine. Customers can communicate with the chef at any time and are served by a waiter, allowing them to dine in a completely relaxed environment.
The unique thing about Utzutzu is the fresh sashimi from Japan daily, which is different from the other two restaurants. So, Utzutzu's ingredients and taste reflect authentic Japanese style.
Sushi Jin is a new restaurant, so its decoration is more modern and in line with young people's style sense. For example, they have a store sign, and the dining space is bigger than the others.
The seats for Sushi Jin and Tancho Japanese Restaurant are lined up, so the chef's line of action is too long when communicating with guests.
Utzutzu is more traditional and does not have a website, and the other two have websites.
Utzutzu differs from the other two restaurants in that it follows authentic traditional Japanese cuisine. Customers can communicate with the chef at any time and are served by a waiter, allowing them to dine in a completely relaxed environment.
The unique thing about Utzutzu is the fresh sashimi from Japan daily, which is different from the other two restaurants. So, Utzutzu's ingredients and taste reflect authentic Japanese style.
Concept Development
Concept Development
Concept Development
Brainstorming Wordlist
Three Words for brand： Traditional, Cozy, Fresh
Logo Sketch
Logo Sketch
Logo Sketch
Identity Design
Identity Design
Identity Design
Design System
Design System
Design System
Applications
Website Prototype
Website Prototype
Website Prototype
Thank You
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CONTACT
If you are interested in my experience and works, please feel free to contact me
wanghua0309@gmail.com
Thank You
Previous Project
Next Project
Previous Project
Next Project
CONTACT
If you are interested in my experience and works, please feel free to contact me
huawangdesigner@gmail.com
CONTACT
If you are interested in my experience and works, please feel free to contact me
huawangdesigner@gmail.com
Previous Project
Next Project
CONTACT
If you are interested in my experience and works, please feel free to contact me
huawangdesigner@gmail.com