Gochisou Japanese Dining
2010
Description
The Gochisou brand was developed to be a sleek, contemporary Japanese restaurant; parting with the old-fashioned aesthetics that are ubiquitous amongst many Asian dining establishments. Instead, traditional elements and norms were to be re-imagined in a fashion befitting the twenty-first century.

The name Gochisou is derived from the Japanese custom of giving thanks before and after a meal. Before dining, the expression ”itadakimasu” is spoken – meaning ”I humbly receive.” After completing one’s meal, the phrase ”gochisousama-deshita” is used – meaning ”it was a feast.” In less formal occasions this may be shortened to ”gochisousama” or simply ”gochisou.” Whilst speaking these thanks the hands are placed flat together and a seated bow is made.
Fields
Graphic Design, Branding, Icon Design
  • The Gochisou brand was developed to be a sleek, contemporary Japanese restaurant; parting with the old-fashioned aesthetics that are ubiquitous amongst many Asian dining establishments. Instead, traditional elements and norms were to be re-imagined in a fashion befitting the twenty-first century.
  • The name Gochisou is derived from the Japanese custom of giving thanks before and after a meal. Before dining, the expression “itadakimasu” is spoken –meaning “I humbly receive.” After completing a meal, the phrase “gochisousama-deshita” is used – meaning “it was a feast.” In less formal occasions this may be shortened to “gochisousama” or simply “gochisou.” When giving thanks the hands are placed flat together in a seated bow.

    The logo is a geometric representation of the human form in profile whilst seated in the traditional
    seiza manner. It is in this position, kneeling on the floor, which the Japanese traditionally eat. Unlike in the West, it is not considered impolite to hold bowls up to one’s face when eating. In this manner the figure reflects the restaurant's initial 'g' in lowercase.
  • Additional icons were developed for the sake of identifying different rooms within the restaurant; their designs reflect traditional family crests (mon).

    First Row: Maple Room, Sparrow Room, Tea House, Men's Restroom
    Second Row: Gingko Room, Heron Room, Sake Bar, Women's Restroom